Posts by Alfred Goldberg

TL;DR:
First-order thinking in marketing focuses on immediate results (like sales or clicks), while second-order thinking considers long-term consequences (like brand loyalty or customer expectations). Smart marketing strategy demands second-order thinking—looking beyond quick wins to anticipate ripple effects. Brands like Apple, Netflix, and Patagonia thrive by thinking multiple steps ahead. Missteps from Gillette and Pepsi show what happens when brands fail to do so. To level up your strategy, always ask: “And then what?”