I’m often asked my opinion or recommendation on tools or techniques to use for positioning a brand. While my default answer is always: “Use our Structural Mapping Process or your good instincts”, there is an additional tool that can help zero in on what dimension of human needs a brand really fulfills: Maslow’s Hierarchy of… Read more »
In Dr. Yuval Harari’s book Sapiens: A Brief History of Mankind, he connects the ability that our ancestors developed of being able to create ‘fictional narratives’ (stories of things that do not physically exist) directly to the modern concept of the corporation. A corporation is more than the buildings and assets it owns, or even… Read more »
In his book Sapiens: A Brief History of Mankind, Dr. Harari writes: “Yet the truly unique feature of our language is not its ability to transmit information about men and lions, Rather, it’s the ability to transmit information about things that do not exist at all. As far as we know, only Sapiens can talk… Read more »