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L'Oréal

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Leadership4 steps

Autonomy as Selfish Leadership

Let people bring themselves to the work; you trade a little visibility for higher velocity, morale, and results.

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Communication5 steps

Concentric Circles Message Propagation

Spread any message outward from your own desk, one audience ring at a time — never skip a circle.

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Communication5 steps

Cultural Erogenous Zones

Stop trying to change what people care about; bridge from what they already care about to you.

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Strategy4 steps

Mistakes of Commission Over Omission

Doing nothing is the riskiest comms strategy — it hands the win to the status quo by default.

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Marketing6 steps

Pressure = Force ÷ Surface Area

Same effort, narrower target, more impact — shrink your surface area to raise message pressure.

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Marketing4 steps

Small-Pond ICP Narrowing

Constrain your first ICP so tightly that customers talk to each other — then let word of mouth light the fire.

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Strategy3 steps

The 51-49 Decision Rule

When options are near-even, just pick one fast — more data won't meaningfully improve a close call.

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Innovation4 steps

The AI Expertise Layer

Don't outsource all AI to foundation models — keep expertise and measurement to break the quality glass ceiling.

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Communication5 steps

The Comms Equation (Goal → People → Action → Belief → Medium)

Back-solve every comms plan from a business goal, never from an impressions target.

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Innovation4 steps

The Design-Partner Pod Model

Give each cross-functional pod 6-12 real customers to co-build with, so features ship pre-validated.

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Communication5 steps

The Going Direct Playbook

Build one owned channel, voiced by a real human, primed before you ever need it.

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Communication6 steps

The Repeatable Idea Test (Put the Pill in the Cheese)

Engineer a message people repeat for their own reasons — memorable, effortless, and never an inside joke.

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Productivity3 steps

The Research Coordinator Role

Borrow the recruiting-coordinator role to schedule all customer research, so PMs never lose time to logistics.

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Self-Mastery3 steps

The Spiral Method for Learning Fast

Chain expert-to-expert referrals until you hear only repeats — that's how you know you've hit the bullseye.

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