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Fake Digital Transformation Lately, I had several high-level conversations on technology and digital transformation. But among all these C-suites chats, two always stand out from the rest: the first one, was a research interview on the #theBlur, and I was caught off guard when the CMO of a healthcare company told

Laddering is a research technique, which enables hierarchical posi­tioning of concepts in pre-defined clusters. Traditional brand and product benefits ladders, used to be built around three categories: technical, functional and emotional benefits. In other words, all product and brand offers were built around their ability to deliver on technical specs

A new era of education A lot has changed since Frederick Taylor published his Principles of Scientific Management in 1911. A little over a century later, what was then cutting-edge management practice has been demonstrated to be a most destructive way to think, as predictability gives way to turbulence. What used to ensure