The ideas came out of the work.
Four names for patterns Mike Millett met in operating work. The work came first. The names came after.
On this page
In brief
Each one names a pattern he kept running into before he gave it a name.
Customer behavior, technology, trust and brand management, met in operating work at Digilu and at Stratus.
The frameworks came later.
How they fitFour ideas. Different jobs.
Marketing Helix
The model for customers in motion.
The Marketing Helix explains customer behavior: customers keep moving while marketing, reputation, timing and competing choices move around them. It came from watching marketing treat customers as if they were standing still.
Adaptive Brand Management
A way to operate when the market will not stay still.
Adaptive Brand Management turns observation and adaptation into an ongoing management discipline rather than treating brand strategy as a finished project. It took its shape in the four years it took to rename Stratus.
Elevate or Vanish
Trust creates momentum.
Elevate or Vanish is the business transformation thesis that came out of the Stratus transformation: what happens when perception changes faster than the organization does.
Trust-First Marketing
Build the trust environment before you scale the reach.
Trust-First Marketing is the operating principle behind Mike’s thinking on reputation, proof and attention.