winning market share
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Keynote: Winning Market Share

If we look at the world’s most successful B2B businesses – i.e., Microsoft, IBM, Well Fargo, and UPS – there’s one extremely interesting commonality: They target end consumers, not to the businesses they are ultimately prospecting.
female bartender in a restaurant
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Biggest advertising mistake that golf clubs are making

It's astonishing to hear how romantic people can be about "what they've always done". I believe it's an enormous vulnerability... and at the same time a HUGE opportunity for orgs that get it. Those that aren't building brand risk slipping toward irrelevance.