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Discovering Today What Will Matter Tomorrow
“You want to understand today’s consumer? Look at the label on their beer bottle.”
I was sitting on a barstool, somewhere outside of Chicago, when my friend Dwight Jewson made this pronouncement. I took a swig of my own beer and waited, curious for him to continue. Dwight was a psychologist turned researcher and strategic consultant, with a knack for decoding consumer behavior. In the mid-nineties, he’d become my most valued thinking partner in the quest to discover new opportunities for competitive advantage. Dwight and I spent untold weeks crisscrossing the country along with Scott Davis, the point man for our innovation efforts, trying to figure out what was going to matter to the consumers of ...
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