refine + focus

Women hold an immense amount of buying power, driving an estimated 70-80% of all consumer purchasing decisions. Yet research shows that 91% of women believe advertisers don’t understand them. Market to women At refine+focus, we’ve worked with both large and small brands to help them succeed at marketing to women. The catch? It’s not just about marketing to women—it’s about marketing to a specific customer segment that you’re trying to target. Our experience has taught us that

At refine+focus, we believe in the power of storytelling. Sometimes, all it takes to tell an impactful story is the right analogy. It’s a simple tool that can instantly create clarity by bringing together unexpected ideas and spotlighting the connections between them. One of our favorite analogies combines two of our passions: cooking and innovation. Our Story We at refine+focus are not just experienced innovators—we’re also proud foodies. We love traveling the world to eat,

You’ve done the research, planned the plan, and developed a strategy. You’re ready to move into the action phase—and here’s how you ensure your success. From Plan to Action Pay attention to the handoff. The people involved in the planning phase aren’t always the ones involved in the execution phase. That could result in misalignment and varying objectives. Prioritize communication between different folks in the project so that all parties have a realistic understanding of the

There are generic and overused questions, and there are questions that resonate, excite, and cut through. Asking the right questions can stop people in their tracks and even lead to a transaction or a new business opportunity. We at refine+focus have seen firsthand the power of a good question to transform and enrich communication. Whether it’s in a business or personal setting, here’s how you can enhance your questions to get the results you want. Ask better questions Aim to

Not the same stories with more tools, or the same stories on different marketing channels. Better. Stories. Tell Better Stories Start with your LinkedIn summary section. Imagine you were asked the perfect question that set you up to tell a powerful story. Try it and answer it. For example, “tell me a story that shows me how much you love what you do.” If you’re a brand, start with gathering the many stories about you. Discuss what you like about them. Explore them by acting (

Brands are increasingly looking for new ways to communicate with their customers and tell their authentic story. Influencer marketing is an effective way to reach customers in an authentic and rewarding way. By understanding how influencer marketing is changing in response to the pandemic, you can consider if influencer marketing could be right for your business. Fewer in The Field Brands are now spending less on marketing and advertising, and those working with influencers a

Just a decade ago, many people believed that the future of retail was online. Now, it seems like e-commerce needs brick-and-mortar to fly higher. In 2017, Amazon, the world’s biggest e-commerce player took a surprising move. It acquired Whole Foods and hence controlled more than 450 physical stores. It was enough to raise analysts’ eyebrows: where is the online “game” heading? For example, Warby Parker has also been opening more physical stores. Personally, I thought these ph

We hosted the last Curiouser of 2019, coming together as a cozy group of colleagues and friends. As the weather gets colder, our excitement for learning and innovation has only warmed. We sowed our curiosity, waiting for it to sprout in the new year. The Event The event brings together people from all walks of life. We talk about our ideas, developing them into powerful insights. Even though all Curiouser events are unique, this event was special for multiple reasons. A small