Whoever best aligns with reality has the best outcomes.

Map the market and beyond-market trends that shape your business landscape, now and five years from now.  Know your audiences and segment your positioning accordingly.  Create a repeatable go-to-market playbook.  Find the evolving edge of your regulatory envelope and push it.

Identify emerging consumer, regulatory, and activist risks and opportunities.  Build stakeholder coalitions to shape this landscape.  Develop a marketing strategy to prime demand.   Get the most from your professional organization memberships.

Identify low hanging fruit for expansion. Earn a "social license to operate" in markets with cultural and political challenges.  Understand the core brand impacts of market expansion.  Conduct beyond-market due diligence to ensure that M&A efforts can hit the ground running without reputational, cultural, or personality impediments.