L2’s insights on what CMOs and CEOs are planning for the next 5 years

Scott Galloway is asking CMOs and CEOs 2-3 times a week, “What are the most likely scenarios that would result in a tripling of value in half a decade, and how might that impact capital allocation?” and then works backward to see how those scenarios would shake out.

He then lists out their answers/approaches by category — including how a Best Buy, Amazon, Nike, Samsung, Uber, etc. may approach.

My favorite quotes:

  • “Amazon has turned the media into their bitch”
  • “Starbucks is the ultimate arbiter [in viewing staff and footprint as an asset], spending more on employee benefits than it does on coffee beans.”
  • “Apple’s genius move wasn’t the iPhone, but investing where brand equity was moving, at purchase, and opening extraordinary temples of brand worship”
  • “$1–3B firms are in no man’s land. Not small enough to present the agility and growth rates of long-tail brands, but not big enough to allocate the requisite capital in the arms race that is digital.”
  • “Uber, WeWork, and other (massively) overvalued unicorns: Raise as much money as possible and buy old-economy assets (cars, buildings, etc.) to build analog moats around your businesses / valuations.”

Worth a read over the weekend.

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70% of people laughing at your joke means that you’re crushing it

Great comedians like Mitch Hedberg make us feel as though we’re hearing something we’ve known for eternity, yet also experiencing for the first time — revealing obvious truths in surprising ways.

Every brand or product has multiple truths. One of those will be surprising. When you find a surprising truth, people can’t just file it away. It’s psychology. Their minds have to stop and make sense of it.

Like comedy, a creative brief should make you feel uncomfortable. That means it’s working. If it doesn’t make you feel anything, it’s a dead end.

Source: Four Comedy Rules to Use in Strategy | Agency News: Viewpoint – AdAge