Jim Lecinski | Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern
Автор: CMO Confidential
Загружено: 2025-04-29
Просмотров: 24906
A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at The Kellogg School of Management, 2-time author and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked #1 in marketing. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway."
00:00 – Welcome & Intro
03:42 – From Google to the Classroom
07:25 – Are Business Schools Outdated?
12:10 – What Makes Northwestern Different
16:32 – The Insomnia Cookies Case
20:48 – Introducing the GOST Model
28:55 – The 70/20/10 Growth Framework
33:30 – Avoiding the “Gold Mine” Trap
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