Strategies for sustainable competitive advantage

Reason inc. is a strategic advisory firm founded in 2001

The Reason Doctrine, our proprietary approach, integrates competitive and marketing strategy to achieve sustainable competitive advantage.

  • Competitive strategy with a human face: Our strategies factor marketing's deep understanding of audience behavior into competitive strategy
  • Marketing strategy that's in lock-step with the rest of the organization: Strategies that take marketing out of the silo and into the core of business operations – by focusing on tangible differentiation and prioritizing profitable audience behaviors


We work with Fortune 500 and large privately-held companies, as well as established startups and public sector entities – in the U.S. and internationally.

  • Citibank.
  • AT&T.
  • The White House.
  • NBC Universal.
  • MasterCard.
  • Merrill Lynch.
  • Toyota.
  • Google.
  • Mayo Clinic.
  • Liberty Mutual.
  • AMC.
  • Capital Group.
  • Mattel.
  • Time Warner.
  • TIAA.
  • Aetna.
  • Pfizer.
  • Avis.
  • Charter Communications.
  • Rakuten.


  • Developed and implemented the B2B mobile strategy for the world’s largest telecommunications company
  • Codified the corporate principles and developed the enterprise marketing strategy of a top 10 global investment manager
  • Advised the Office of the Vice President of the United States during an election year
  • Developed retention strategy and designed marketing infrastructure infrastructure for international car rental brand
  • Developed and implemented the b-b strategy for a leading global credit card network
  • Extended an iconic toy brand into an multi-faceted global entertainment property
  • Developed and implemented the enterprise positioning, acquisition and retention strategies for a leading US wealth management firm
  • Developed the concept for a cutting-edge content platform of a leading global hospital group
  • Implemented transformative marketing science, integrated marketing and marketing automation for a top 3 U.S. cable company
  • Developed and implemented the thought leadership platform for a bulge bracket investment bank
  • Reframed marketing strategy and tactics for a major movie studio
  • Engineered on-property customer experience for a leading theme park franchise
  • Transformed a maturing TV program brand into the fastest growing US cable network four years in a row

Our Practice Areas

  • Strategy Development & Planning
  • Analytics & Assessments
  • Market & Competitive Intelligence
  • Content and Message Development


Founding Partner
Strategy & Innovation
Analytics & Quantitative Strategy
Technology & Financial Services
Content & Design Strategy


ESG & Sustainability Strategy
Content Development & Production
Thought Leadership & Editorial
Healthcare Strategy & Marketing
Competitive Intelligence
Inclusive Design
Inclusive Design
Spatial & Architectural Strategy

What Sets Us Apart

The Reason Doctrine

  • Our proprietary approach to strategy development and implementation delivers on a highly directional and actionable standard. Its epicenter is a deceptively simple question: What is the reason to choose you – and in choosing you, not to choose the competition?

Competitive intelligence and data-driven insights

  • Organizations that use same sources of information as their competitors can't expect insights that lead to competitive advantage: Our data & analytics expertise, in conjunction with our open-source and human intelligence capabilities, deliver actionable insights into the nature and dynamics of a competition.
  • We draw not only from conventional sources, but also from macroeconomic trends, exogenous factors, market dynamics and the science of choice.

Proprietary scenario planning capabilities

  • Our proprietary mapping model delivers the full capabilities of military mapping to all forms of competitive business strategy – making strategy visible, and therefore intuitively understandable, as never before. It's a unique tool that helps our clients achieve: exceptional uptake of strategy throughout the organization, seamless translation of strategy into tactics and accelerated implementation.
  • True scenario planning has long eluded business strategy teams. Our strategy mapping unlocks the full potential of "red team" scenario planning: Executive and strategy teams can now collaboratively game out multiple scenarios and literally see implications, opportunities and threats – using the same time- tested tool that general staffs have relied on for centuries.
  • When used on an ongoing basis by an organization, strategy mapping is the ideal tool for agile strategy, enabling executive and strategy teams to evaluate and anticipate developments in real time.

Marketing strategies that motivate behavior

  • We define marketing as the business discipline that spearheads relationships between a company and its audiences. In terms of its objectives, planning, envisioned activities and measurement, marketing strategy must be in lock-step with corporate strategy.
  • We define the purpose of marketing as motivating audiences to engage in profitable behaviors: by diverting their resources (a combination of time, effort and money) from competitors to our clients.