THE MOVE

Strategic analysis of the choices brands are making, why they matter, and what leaders should take from them.

THE JOSEPH PERSPECTIVE

We break strategy down
to what matters.

The move. The thinking behind it. The impact it creates.

MOVE
The strategic choice.
THINKING
The logic behind the choice.
IMPACT
What the choice changes.
THE MOVE / 015
Deliver Us to Fútbol

DoorDash Made Delivery the Assist Behind Fandom.

Technology
READ THE MOVE →
THE MOVE / 014
Healthier on Ro

Serena Williams Super Bowl LX Commercial 'Healthier on Ro.'

Healthcare
READ THE MOVE →
THE MOVE / 013
Backyard Legends

Adidas Took the Pressure Out of Greatness.

Retail
READ THE MOVE →
THE MOVE / 012
Science for the Win

Henry Ford Health Made Science the Position.

Healthcare
READ THE MOVE →
THE MOVE / 008
Dream the Possibilities

IKEA Turned Furniture Into Possibility.

Retail
READ THE MOVE →
THE MOVE / 010
The World Is Yours for the Making

The World Is Yours for the Making

Technology
READ THE MOVE →
THE MOVE / 009
Feel It All

Coca-Cola Made the Feeling the Product

Food & Beverage
READ THE MOVE →
THE MOVE / 007
Altitude / Milano Cortina 2026 Team USA Campaign

Delta Made the Journey Part of the Achievement.

Travel & Hospitality
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THE MOVE / 006
The Standard of Amazing: Engineered to Be Felt

Lexus Made the Human the Most Important Part of the Machine.

Automotive
READ THE MOVE →

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Know Your Move. Strategy begins with understanding where you stand, where you’re going, and the choices that will get you there.
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