Harvard Business Review

APRIL 25, 2014

In 2010, Pepsi pulled its Super Bowl ads and invested $20 million into its Refresh project , which employed crowdsourcing to support good causes. Research by the Content Marketing Institute estimates that 90% of consumer marketers are investing in content. Marketers need to take the same approach. Identify analogues.

Marketing 8

Marketing Brand Content Handbook 8

Harvard Business Review

FEBRUARY 6, 2017

” He told me he regularly said no — to more staff, to bigger marketing budgets, to additional equipment. Without a larger marketing budget, sales will drop. In 2010 I spent an afternoon with one of CEO Mike’s highest-performing store managers, a person I will call Ethan. His answer blew me away. “Say no!”

Creativity 8

Creativity Budgeting IPO Merchandising 8

Harvard Business Review

NOVEMBER 7, 2018

The challenge, she said, was that these managers were highly proficient in their own disciplines such as finance, marketing, research, clinical care, and insurance reimbursement — and had demonstrated that they could manage people in these areas — but she needed them to be “bigger” leaders.

Leadership 14

Leadership Insurance Learning-by-Doing Emotional Intelligence 14