2006 Books Human Needs Marketing Strategy 
Harvard Business Review
JULY 31, 2013
What you almost never hear about is a fifth track, which I call story analysis: an analysis of a product''s capabilities to fulfill a profound human need, to tell a story that gives your customers'' lives richer meaning. It is also a book. Marketing Strategy' Not convinced? Consider this story. Dinner anyone?
In the CEO Afterlife
JUNE 6, 2011
by John • June 6, 2011 • Leadership , Marketing , Strategy • 2 Comments. Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy. Al thinks the stock market is pressuring the company for more top-line growth.
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