In the CEO Afterlife

APRIL 1, 2012

Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches. The content can show up on DVD, on-line and on television.

Trout 249

Trout Reis Sports Brand 249

Rajesh Setty

JULY 16, 2013

Ideally, you should find a missing piece of the puzzle that will complete something important for your target audience. It starts with identifying a “real” problem or an opportunity. If the problem is simply manufactured in your head, the solution does not have to be built in real life. How do you do this?

Ries 70

Ries Reis Audience Entrepreneur 70

Harvard Business Review

DECEMBER 29, 2011

As he turns to the audience, he pauses briefly to smile. In a TV commercial for outdoor gear maker REI, we see the backs of two women who are sitting atop a peak, taking in the scenery at night, when the announcer intones, "October 28th. Presenters speak fast, using complex medical and financial terms.

Stage-Gate 15

Stage-Gate Venture Capitalist Reis Sports 15

Harvard Business Review

MAY 24, 2016

Retailers like Nordstrom, REI, and Anthropologie have customized package tracking experiences that provide visibility into the delivery. Not only are customers better informed and call center volume decreasing, these actions open up new marketing channels for retailers to reach an already captive audience.

Retail 10

Retail Supply Chain Loyalty Reis 10

Harvard Business Review

MAY 14, 2015

” In describing the iterative process, Reis leans on the word “science”: “With scientific learning as our yardstick, we can discover and eliminate the sources of waste that are plaguing entrepreneurship.” But I don’t believe that startups, by definition, need to move as fast as possible.

Productivity 8

Productivity Products Reis Definition 8