The Push
The Push is a podcast for senior marketers eager to hear honest perspectives from peers who tell it like it is. We speak directly to your day-to-day reality and don't bother with superfluous tactics you don't need.
We understand that senior marketing is uniquely frustrating.
- You have to sell the 'why' more than any other department.
- You're held accountable for results beyond your control.
- You're forever dealing with non-marketers who 'know better than you'.
- Stakeholder politics, opinions, and “gut feelings” constantly get in the way.
- You're so busy dealing with stakeholders, there's little time left to conceptualise new strategies and hone your craft.
We bring together senior marketers to candidly share stories, analogies, strategies, and mental models they've used.
You can use these conversations to:
- Explain complex concepts to non-marketers.
- Get more client buy-in.
- Explore new strategy ideas.
- Better articulate your existing knowledge.
- Explain the 'why' behind your strategy.
- Keep your own team engaged.
- Better navigate marketing politics (which are inevitable).
- Remember that you're not alone in your experiences.
No empty buzzwords. No listicles. No generic advice.
Whether you’re in-house, agency-side, or a consultant, you’ll leave feeling empowered to speak up and lead with confidence.
The Push is hosted by Jack Ferguson, a Brand Strategist with 15 years of marketing and brand experience across 20+ industries.
The Push
S3 E63: How 150 Brands Achieved Disproportionate Growth, Making Bluetooth a Household Name, and The Category Fallacy
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In this episode, Brand Strategist Jack Ferguson hosts Strategic Growth Architect Mats Georgson, former Global Brand Director at Sony Ericsson, to discuss how brands achieve large, sustained growth and how most category-based thinking caps it.
Mats was the first marketer to work on Bluetooth, giving him deep, practical insight into rapid global adoption, and years later completed a research project analysing how 150 brands achieved disproportionate growth. Together, Jack and Mats explore why some brands defy gravity, while others struggle to break free of their category constraints.
Jack and Mats discuss:
- How brands grow via Demand Point Constellations
- How the iPhone leveraged demand points to grow
- Launching Bluetooth and the story behind its overwhelming success
- How Mats saw a client quickly jump 20% in revenue without advertising
- Uber’s Demand Point Constellation
- How to escape the gravitational pull of a category
- Why innovation is hard for marketers and what can be done about it
- Why few brands grow primarily through gaining market share
- The problem with comms and advertising being asked to do things they can’t do
- Why marketers need to think like detectives
Helpful Links:
Mats’ Demand Point Constellation Thesis
Links to Jack:
Links to Mats:
Mats’ LinkedIn Profile
Mats’ Website
Links to The Push:
The Push LinkedIn Page
The Push on TikTok
Referenced in Episode:
Blue Ocean Strategy
Ehrenberg Bass Institute
Apple losing its App Store trademark case