“Tim Koelzer and Kristin Kurth share interesting ideas, a system of seven steps and many case examples to show how to achieve success with upstream marketing.”

— Philip Kotler, S.C.Johnson & Son Distinguished Professor (emeritus) of International Marketing, Kellogg School of Management, Northwestern University

• Best practice insight. Learn how Amazon, Apple, Google, Nike, Starbucks, Southwest Airlines, and Walt Disney use upstream marketing to unlock growth
• Proven approach. Discover the upstream marketing framework, including four framing questions, three principles, and six best practices (all in one place)
• Practical application. Answer 20 questions to focus your organization and apply the same principles proven to work across industries and companies of any size 

The strongest brands and businesses are built upstream. In this book, we’ll cover:

• The four strategic business framing questions that every company needs to know
• The three principles that, when combined, have a magnifying effect on business growth
• How to create a proprietary customer framework to uncover growth opportunities
• The steps for building an aligned customer value proposition 
• How to grow existing brands or create new ones to fuel growth
• The keys to a strong innovation pipeline (including the two things that must be balanced)
• The power of an integrated upstream marketing framework to transform your business

Let’s dive in!