Point of view: Get lucky
James Hurman
Once successful enough for humility, business leaders nearly always count luck among the secrets of their success; being in the right time at the right place, that sort of thing. Yet, I don't think I've ever seen a planning proposition for a brand to position itself to take advantage of luck. It sounds dippy.
But are some brands luckier than others? Can the fortunes of Nike or Apple or Coca- Cola be attributed only to the practicalities and sound planning and vision etc? Or is there an element of the stars lining up...