Therabody CMO John Solomon on Why Every Brand Must Have a Differentiating Asset

Rather than leading with “this is culturally innovative” or “this has never been done,” Solomon reframed the pitch as: “If the show fails, here is the worst-case financial impact; if it succeeds, here is the audience reach and brand awareness upside.” For enterprise CMOs seeking board approval for risky campaigns, this framework suggests: (1) quantify downside impact, (2) articulate upside opportunity, (3) demonstrate that the business can absorb failure, and (4) only attempt this after proving success in your core strategy, which gives you credibility and organizational resilience.