This is what we call the "rivalry reference effect". Consumers perceive rivalry-based messages as chapters in an ongoing narrative rather than isolated marketing claims.

After listening to what he had to say, I was committed.” Stories do that. They transmit values and help us build meaning. They are not simply about informing but about moving people*. And in doing so, ...

Consider the Takata airbag recalls that rocked the automobile industry and allegations of child slavery in chocolate supply chains. Supply chains have not only become more vulnerable to geopolitical ...

Tackling the invisible but growing problem of refrigerant emissions requires more proactive businesses in the ecosystem.

What’s holding companies back from taking full advantage of the technology, and which trends should they keep in mind?

In systems where authority and accountability don’t always meet, “no” may be the safest word. Loading the Elevenlabs Text to Speech AudioNative Player... In many organisations, especially complex or ...

AI may offer the “correct” answer. But coaching helps a person discover the needed answer – the one they’re ready for. Loading the Elevenlabs Text to Speech AudioNative Player... My client, Maryam, ...

Loading the Elevenlabs Text to Speech AudioNative Player... AI is revolutionising industries by enabling companies to rethink how they deliver value to customers. Yet, the challenge is often in moving ...

A new world order is unfolding as the US-China AI race meets geopolitics. When a rising power meets with an established one, it inevitably leads to conflict. Is the Thucydides trap indeed playing out ...

How a form of group exploration can help firms identify unconscious barriers to success. Can dreaming really help solve waking problems? And could a specific form of dream analysis help an ...

For the fifth year running, the Edelman Trust Barometer has identified business as the leading institution to address urgent issues in society. The 2025 survey – which captured the sentiments of ...

How to move away from traditional adversarial negotiation tactics and embrace more ethical and collaborative approaches. In the real estate world, permeated with high-stakes and complex transactions, ...