Customer Insights

Is DTC really dead? Not yet. The big challenge isn’t the direct-to-consumer model itself. It’s the way it’s being implemented—and that’s a very solvable problem.

For a while, the world’s biggest companies found success by focusing on a medium price and quality point. In Forbes, Dev Patnaik outlines the three big shifts that have disrupted this middle-market strategy, and how to move from “how to win” to “where to play” in order to unlock new growth.

Across industries, leaders are recognizing that they can’t achieve outsize growth simply by drumming up mass demand through product innovation and new loyalty programs. In this article, Dev Patnaik explains how the rise of microtribes and niche preferences necessitates a fundamentally new approach to innovation.

When it comes to making business decisions about the future, too many companies believe that using data alone eliminates risks of being wrong. However, to make better decisions about the future, data needs to be put into context. Leaders must develop a strong intuition in order to spot underlying shifts in the world and point their teams—and their analytics—in the right direction.

Customers and employees increasingly want companies to have purpose and values that align with their own. But recent controversies prove that companies that try to appeal to everyone end up appealing to no one. Dev Patnaik explains in Forbes what those companies are misunderstanding about purpose and how they can become truly purpose-driven.

Customers increasingly want brands to take stands on social and political issues. Dev Patnaik writes in Forbes how companies can focus on developing the three pillars of strategy, culture, and leadership to connect with customers authentically.