Bio

I am The Global Head Of Research at the B2B Institute, a think tank funded by LinkedIn. The B2Bi partners with academics, researchers, and clients to research what makes marketing and advertising effective in B2B categories. We select research ideas by using ''The Contrarian Matrix,'' which seeks ideas that are contrarian *and* right, in the belief such ideas are less likely to be copied and, thus, offer more durable competitive advantage. In general, I enjoy learning about ''mental models'' from other disciplines which can be applied to marketing. Some of my favorites mental models are: + Probabilistic Thinking + Avoid Competition + Ockham's Razor + The Lindy Effect + Amara's Law + Inversion Please feel free to reach out to me if you think we share common interests.