Todd Irwin is the Founder and Chief Strategy Officer of Fazer, a brand strategy firm that helps companies dominate in hypercompetitive markets. For over three decades, he’s led brand strategy for Fortune 500s like Coca-Cola and Verizon, as well as breakout startups backed by Sequoia, Andreessen Horowitz, and Google Ventures.
Irwin pioneered the strategic methodology known as De-Positioning, a rigorous, customer-first approach that flips traditional branding on its head. Instead of obsessing over differentiation, de-positioning focuses on solving customer pain points better than competitors, and in doing so, makes brands hyper-relevant.
His work has been featured in The New York Times, Forbes, and MIT Technology Review, and his methodologies have helped transform some of today’s most iconic brands into problem-solving powerhouses. De-Positioning is the culmination of decades in the trenches, built for business leaders who want to stop playing catch-up and start pulling ahead.
