NEW YORK, NY - MAY 07:  CEO Nasty Gal, Sophia Amoruso speaks at TechCrunch Disrupt NY 2014 - Day 3 on May 7, 2014 in New York City.  (Photo by Brian Ach/Getty Images for TechCrunch) *** Local Caption *** Sophia Amoruso

Nasty Gal is Killing It at eCommerce: Here’s How They Did It

Much has been written about Nasty Gal founder Sophia Amoruso’s “rags to riches” story. The simplified version, as she recounts in her recent memoir, is this: a community college dropout who had recently been fired from a high-end shoe store, Amoruso was a self-described “broke, anarchist ‘freegan’ dead set on smashing the system” when she […]

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4missionstatements

4 Essential Elements of All Successful Mission Statements

Having worked in strategy for over 10 years and studied and lectured in strategy, I truly believe the act of “strategy making” can influence positive directions for companies and people by asking them to articulate where they want to go. There are few better examples of this than mission statements. When done well, a good […]

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brandexceptionalism

Brand Exceptionalism

Your brand is your favorite. After all, it’s yours. You understand it, you helped build it, you’re obsessed with the nuance behind it. Your organization’s actions make sense to you, you sat in the room as they were being argued about… you might even have helped make some of the decisions. So, your brand doesn’t […]

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copynetflix

How to Copy Netflix

I worked in Marketing at Netflix for eleven years, so I frequently get asked to have conversations about the Netflix I knew, its transition to what it is doing now, and how it is structured. The undercurrent of these questions is always the same: how can the magic of Netflix’s meteoric success be recreated? Netflix […]

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designthinkingbilliondollar

How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business

In 2009, Airbnb was close to going bust. Like so many startups, they had launched but barely anyone noticed. The company’s revenue was flatlined at $200 per week. Split between three young founders living in San Francisco, this meant near indefinite losses on zero growth. As everyone knows, venture investors look for companies that show […]

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chiefmarketingtechnologist

The Chief Marketing Technologist: Luxury or Necessity?

Three years ago, Gartner made headlines projecting that the CMO would outspend the CIO on technology by 2017. So far there has been little reason to doubt that bold prediction will come to pass. More recently, CEOs have said that digital marketing will be their biggest technology-enabled business investment over the next five years, according […]

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