Henry Mintzberg is the John Cleghorn Professor of Management Studies (Strategy & Organization) and Faculty Director (International Masters for Health Leadership) at the Desautels Faculty of Management of McGill University…
Category: Tools
We live in apocalyptic times. Everywhere we turn, we see a growing number of interlinked challenges – from rising inequality to environmental collapse – that will require collaboration between unlikely…
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning was the name…