Ep 023: Fueling Growth Through Creativity & Strategic Rigor

Regan and David Mayer, Senior Partner and Director of Marketing and Customer Strategy at Lippincott, dive into why future-readiness hinges on understanding human motivations, maintaining a healthy paranoia about what’s next and embracing a rebellious spirit, and how effective innovation requires a combination of strategic rigor and creativity. They explore the ways that marketers can play a vital role in keeping companies relevant, and how Lippincott’s approach to creative consulting enables them to stay ahead of client needs and build resilient go-to brands.  Key Takeaways How consumer input alone can be limiting when exploring new business models. Why understanding a company’s transformation window helps determine the level of disruption needed. How the customer’s Jobs-To-Be-Done unlocks insights into emerging behaviors. Why marketers must leverage their creativity to influence broader business strategies and demonstrate their value beyond short-term metrics. How Hoka’s approach to engaging with niche markets and fostering community enabled it to enter new markets and sustain growth.  Resources Connect with David on LinkedIn: https://www.linkedin.com/in/david-mayer-96b81/ Learn about David’s company, Lippincott: https://www.lippincott.com About Our Guest  David is a senior partner at Lippincott based in Chicago. He balances IQ with EQ and recognizes that the best of strategies need to be applied pragmatically within complex organizations.  With over 25 years of consulting experience, David ultimately helps companies connect their authentic truth to what matters most to customers. Leading strategists, designers, innovators and change agents, he delivers measurably improved business results and works with leading brands across countries and industries to drive growth through Brand, Innovation and Marketing. David leads Lippincott’s Marketing and Customer Strategy team globally. In this role he has worked with diverse companies from start-ups to multi- nationals to deliver growth through Brand, Marketing and new propositions. Clients have included Coca-Cola, Delta, Egon Zehnder, Hyatt & Walmart. In addition, David founded Brand Aperture®, an approach to measuring and managing brand equity. About Future Fit™ with Regan Robinson  Future Fit™ unravels the secrets of how the world’s most innovative leaders stay future-ready in a fast-paced world. Hosted by futurist and strategist Regan Robinson, each episode explores how trailblazing executives turn uncertainty into their strategic advantage. Gain powerful insights and practical approaches as these visionary minds share the unconventional and imaginative ways they thrive today while leading their teams into tomorrow. If you love what you’re  getting out of our show please subscribe, rate and review. About Regan Robinson Regan Robinson is a holistic futurist and business strategist that empowers visionary companies to turn uncertainty into advantage and effortlessly innovate and strategize for their future. Over the course of 20+ years, she has helped some of the world’s most influential brands and companies strategize and grow. Regan has spearheaded revenue increases of 300%+, led as an executive at 3 start-ups and established business models, new capabilities, infrastructure and roadmaps for companies like VICE Media and Edelman Digital. Website: https://www.reganrobinson.com/ LinkedIn: linkedin.com/in/reganrobinson Future Fit™ Newsletter: linkedin.com/build-relation/newsletter-follow?entityUrn=7054904910919667713 YouTube: www.youtube.com/@regan_robinson Instagram: https://www.instagram.com/iamreganrobinson All contents of this show are rights of Regan Robinson and are not to be used unless authorized by written consent. Learn more about your ad choices. Visit megaphone.fm/adchoices