The fundamentals of opposable marketing

Checking for opposable marketing is a very robust acid test for any business. Just look for a minute at a company webpage and you’ll get if they have something real to sell, or if they’re just pushing products out of the factories and hoping for the best.

I’ll be giving another Executive MBA class this week in Paris, which is an activity that I fairly enjoy — and if I may say so, my students too. Such three-day classes are usually very educative for me. They always keep me in touch with what most professionals still find difficult to grasp in the logic of launching innovative businesses and sustaining them later on.

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