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HSBC

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Innovation4 steps

Blow Their Socks Off: The 10x Word-of-Mouth Bar

To earn recommendation, give users an experience they didn't know was previously possible

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Strategy4 steps

Conviction-Led Product Management

You can't split-test your way to love — build conviction on what matters, then make one big change

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Finance4 steps

Cost-Allocation Pricing to Fuel Word-of-Mouth

Allocate every real cost to the customer who caused it, raise heavy users, cut everyone else's price

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Leadership5 steps

Culture as Calcification: The Pocket Rollout

You cannot melt an enterprise's culture — you chip it, one advocate-led pocket at a time.

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Entrepreneurship4 steps

Do the Unscalable to Get Customers to Lobby For You

Deliver a painful manual experience so good that customers complain to the regulator, not to you

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Leadership4 steps

Mission Authenticity as an Emotional Referral Engine

An authentic mission that customers genuinely believe becomes a word-of-mouth channel money can't buy

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Marketing4 steps

Product Marketing: Closing the Perception Delta

Make users perceive the value you actually delivered — close the gap between done and perceived

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Marketing5 steps

Soft Launch / Hard Launch Decoupling

Let engineering ship when it's ready and let marketing launch when they're ready — never on the same date.

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Communication7 steps

The Conference Talk Prep Loop

Narrative before slides, rehearse until it's automatic, then own the room before anyone is in it.

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Strategy5 steps

The Elevator-Pitch Product Vision Template

Fill six slots — customer, need, name, category, reason to buy, differentiation — and you have a vision statement.

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Strategy6 steps

The Now-Next-Later Roadmap

Replace the Gantt timeline with three confidence buckets so plans get vaguer as they get further out.

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Marketing4 steps

The NPS Doubling Curve for Viral Growth

Optimize NPS instead of conversion, because each promoter tier doubles how many people they tell

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Strategy4 steps

The Roadmap as a Prototype for Your Strategy

Treat the roadmap like a design mock-up: its value is in the feedback it provokes, not the document itself.

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Influence4 steps

The Sales Team Parity Argument

Ask for exactly the accountability sales gets: budget, experiments, and outcomes — not named deals on named dates.

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