Todd Irwin
Brand strategist and agency founder
Todd Irwin founded the brand strategy firm Fazer and serves as its Chief Strategy Officer. He developed the De-Positioning methodology.
1 summary 16 min of listening
About Todd Irwin
Todd Irwin started Fazer, a brand strategy firm, and holds the title of Chief Strategy Officer there. He has spent more than three decades in brand strategy, with clients ranging from Fortune 500 companies such as Coca-Cola and Verizon to startups backed by Sequoia, Andreessen Horowitz and Google Ventures. Irwin created the methodology known as De-Positioning. It is a customer-first approach that centers on solving customer pain points better than competitors do, rather than on differentiation. He sets it out in his book De-Positioning, written for business leaders who want to get ahead of their rivals. Coverage of his work has appeared in The New York Times, Forbes and MIT Technology Review.