Marketing 101: Lower-Tier Shouldn’t Always Mean Watered-Down

In the late 1990s, Titleist had a 75 percent market share of the golf ball market among the best golfers in the country (those with a handicap of 15 or less). But that only represented about 5 percent of golfers. It only had a 20 percent market share among the other 95 percent of golfers. [read more]

The Bamboo Years: Courage to invest in hard times

Our natural inclination in hard economic times is to curtail all spending. Unfortunately, that short-term view sometimes means we forgo investments in people and technology that we’ll wish we had made when the good times return. It’s times like that a good “permission story” comes in handy. It helps provide both wisdom and the courage [read more]