The MADStrat approach is inherently multi-disciplinary and draws from strategy, innovation, culture, finance and marketing.

Our principals have published extensively in the business press across a range of topics relating to strategy, technology and customer value. Below are a selection of these materials, categorized by type:

  • Articles
  • Case studies
  • Commentary


Harvard Business Review: The Hazard of Having an “Accidental” Brand

T2C HBR Article: Accidental Brand

For every Intel that intentionally crafts its trajectory as a brand rather than as a mere product, there are dozens of brands such as LYCRA, KONI, and Dell that have developed a deep resonance with customers more by accident than strategic intent. A myopic focus on achieving superior functionality has left these companies blind to the broader nature of the value they deliver to customers.



Harvard Business Review: Reconcilable Differences

Type 2 Consulting - Published Article - Reconcilable Differences

Marketing and Finance have a famously fractious relationship, with each accusing the other of failing to understand how value is created. This tension may seem to be dysfunctional, but when channeled right, it can be highly productive.



Wall Street Journal: M&A Blind Spot

Wall Street Journal M&A Blind Spot Article

Pulling off a successful merger or acquisition is a daunting management challenge as only about one in every five deals actually succeeds in creating shareholder value. But there’s a step companies could take to improve their odds: pay more attention to marketing strategy during the negotiations.

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T2’s research reports represent the distillation of our thinking on important business topics. In order to enable us to build communities of common interest around these topics, we ask that you share some details about yourself and the basis for your interest. Please note that we only respond to professional email addresses, not personal ones.