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The ultra-wealthy, sometimes called high net worth individuals (HNWIs), are a lucrative yet challenging target market. With abundant resources and refined tastes, the super-rich expect first-class treatment and bespoke offerings. Successfully marketing to the top 1% requires understanding their values, mindset, and preferences. Unlike mass-market

Innovation doesn’t happen by accident. Like a good cup of coffee, it takes just the right ingredients prepared in just the right way. As a business leader, it’s up to you to create an environment where new ideas can percolate, take shape, and energize your

It’s a scene many of us are familiar with – you start a new job full of optimism and hope, envisioning an environment of collaboration and creativity. But as time goes on, the rose-colored glasses come off. You realize the company has become too large

Technology startups seem to capture the imagination these days. Stories of college dropouts coding in their dorm rooms, raising venture capital, and becoming billionaires get a lot of hype. The success of companies like Facebook, Uber, and Airbnb makes starting a tech business look glamorous.

Microsoft, the tech behemoth renowned for Windows, Office, and Xbox, epitomizes innovation and business acumen. Established in 1975 by Bill Gates and Paul Allen, Microsoft democratized personal computing and grew into one of the world’s most valuable companies. So how did Microsoft go from a

From pollution in the oceans, to employees’ working conditions, to climate change, consumers today care deeply about how corporations behave. Increasingly, investors want their dollars to reflect their ethics and values. This has given rise to a fast-growing movement called socially responsible investing. Socially responsible

College – it’s a time of new beginnings. As a marketer, the college demographic offers an ocean of possibilities. But effectively reaching this diverse audience requires nuance, creativity, and an understanding of their values. In this post, we’ll explore proven strategies to unlock the college