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It’s a common mistake. Instinct often compels marketers to position their company – or its products or services – as the hero of the “story.” But by focusing on themselves, they’re forgetting their most important champion…
New to Stern
Kevin Lane Keller
Kevin Lane Keller is the E.B. Osborn Professor of Marketing at Dartmouth College’s Tuck School of Business. Named one of the World’s Best B-School Professors by Poets & Quants, Keller helps companies build strong brands in pursuit of long-term marketplace success.Meet Kevin
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Drilling For Oil and Gas in the Arctic is Inviting Disaster
By Terry Garcia
Here’s a terrifying thought experiment: imagine an oil disaster like Deepwater Horizon. Same scenario—hundreds of thousands of gallons of oil gushing into the sea, every single day; people missing, presumed dead; the use of massive amounts of chemical dispersants to break down the oil and desperate attempts to contain and stop the unrestrained flow below the surface.
But instead of April in the Gulf of Mexico, it’s December in Alaska’s Beaufort Sea.Read More
Rachel Botsman: We’ve Stopped Trusting Institutions and Started Trusting Strangers
Caleb Harper: This Computer Will Grow Your Food In The Future
Rana El Kaliouby: This App Knows How You Feel
Alexander Betts: Our Refugee System Is Failing. Here’s How We Can Fix It.
Rebecca Henderson: Reimagining Capitalism, Purpose and the Big Problems
Arun Sundararajan: The Future of our Economy is “Shared”
Scott Wallace: Human Centered Design in Healthcare
Amy Webb: Tech Trends
Marco Bertini: Consumer Behavior and Promotions
Robert Tercek: The Rise of Digital Services
Kevin Kelly: Industrial Revolution 2.0: First We Electrified, Then We Cognified
Jason Pontin: Expanding Human Potential Through Technology