Why should you care?

The world’s most valuable brands use Arena Thinking to fuel their extraordinary growth. Increasingly, it’s difficult to assign the highest-performing Best Global Brands into any single category (what do Apple and Google do?); however, things become much clearer when taking the perspective of customer Jobs To Be Done (ref. Clay Christensen’s JTBD theory) and looking at which needs they address. Google helps us with multiple “Jobs,” like how we Learn, Connect,

Move – and even Dwell. Nike – not a FAANG – helps us Thrive, Express ourselves and Connect with others. We can put Microsoft and Disney in this set too.

Arena Thinking is a new way of driving brand growth. Instead of putting category conventions or industry norms at the center of strategy, Arena Thinking puts human motivation and evolving expectations at the center.