Articles: Marketing

Gesamtkunstwerk

I. In the mid-nineteenth century, German composer Richard Wagner, inspired by the ancient Greeks, began advocating for a synthesis of all art forms—drama, music, dance, poetry, spectacle—into what he called a Gesamtkunstwerk, a total work of art. His vision came closest to realization in his 17-hour Ring Cycle and in his Bayreuth opera house, which he had custom-built to stage his epic works. The design of the Bayreuth Festspielhaus is innovative and meticulous. Famously, the giant orchestra…

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Trauma center

I think of my professional craft, and my professional interest, as “unlocking human energy.” Over the last decade or so, as the logical continuation of that interest, I’ve become increasingly focused on trauma. Trauma arrests human energy. It prevents individuals, groups, and societies from flourishing. The traumas I am thinking of include a range, from developmental traumas of neglect and abandonment, to extreme violence, to daily mundane dissatisfactions and thwarted expectations, to giant historical injustices. Trauma wants…

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The Six Centers

All individuals and groups have finite attentional resources. These attentional limits constrain what organizations can do, including their efficiency, ambitiousness, insightfulness, and success. As I’ve said elsewhere: “In his wonderful and occasionally heady book The Ecology of Attention, Yves Citton writes that ‘we never have the means to pay enough attention’ and so we end up paying attention to what preoccupies others. Limited attention leads to groupthink: we pay attention to what others in the group pay…

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Product and Marketing

In 2017, Brad Feld wrote an article in which he proposed that any startup can be viewed as essentially three machines: “(1) the Product machine, (2) the Customer machine, and (3) the Company machine.” I love this model. For me, it captures what day-to-day strategy and execution feels like at a typical startup and many other kinds of organizations, too. The three machines must be high-functioning, and they must be aligned. Feld adapted this framework from one…

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Aligning Marketing and Sales

For years, I’ve been writing about how businesses can optimize human relationships inside and outside their organizations. I’ve fleshed out this idea over many blog posts, with a core visual denoting three kinds of strategy that should always be tightly linked.     I love the purity of this diagram, but some kinds of businesses merit an expanded framework. In my last post, I complicated this model slightly, by adding a fourth circle for corporate strategy: For…

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