Here’s a question that reveals whether a brand is playing checkers or chess: Why do the biggest brands in the world still spend hundreds of millions on advertising they can’t track? Nike doesn’t buy billboards, Olympic sponsorships, or global TV expecting a direct conversion tomorrow. Apple doesn’t run...
In the year 2000, I was standing in the middle of F.A.O. Schwarz in New York City. The famous toy store. The Tom Hanks piano. The magic. And yet, something felt off. There were plenty of people… but not enough buyers. It looked like a brand with a full...
Hi, I’m BJ Bueno. If you’ve been on this list for a while, you’ve seen my name a hundred times. Helped brands. Wrote books. Built frameworks. We talked about loyalty. So why am I reintroducing myself? I want to welcome all the new readers, today over 6000 CEOs of...
Hi there, and Happy New Year! To kick off the year, I wanted to send you a small gift I made for leaders who are building brands in a noisy world: Cult. Creative.A deck on how storytelling helps brands earn trust, create belonging, and turn customers into...
Carl Jung warned us long ago,“People don’t have ideas. Ideas have people.” And this is the part of marketing we still don’t talk about enough. We like to think we shape campaigns…But campaigns shape culture.We think we influence consumers…But the narratives we create influence identity.We think marketing...
Every leader hits moments where the spark feels a little dim.Your energy dips.Your patience thins.Your decision-making slows down.Your creativity just… isn’t firing. If any of that feels familiar. You’re due for an upgrade. Leadership isn’t a fixed identity. It’s a living system. And like any system, it...
“Do your best, always.” — Don Miguel Ruiz, The Four Agreements I love that line because it reminds me that “our best” isn’t something we find later. It’s something we choose in small ways right now. We all have a funny relationship with tomorrow.Tomorrow I’ll work out.Tomorrow...
Be a friend just to be a friend.Help people simply because they need it.Learn for the sheer joy of understanding something new. Not because it earns you points.Not because it makes you look good.Not because it moves you up the ladder. Do it because it’s right.Do it...
Margaret C. Andrews shared something this week that stopped me in my tracks. She ran an exercise at MIT asking leaders to think about the best boss they ever had—and then identify why that person stands out in their memory. The results?Almost every answer pointed to interpersonal...
Disruption humbles even the sharpest leaders. Markets shift suddenly. Customer behavior changes without warning. Strategies that once felt solid can feel irrelevant overnight. In moments like these, your decision-making is no longer just a leadership skill, it becomes your lifeline. You cannot rely on yesterday’s logic...