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.
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 Mike introduces Jim Lecinski, his background at Google and Northwestern, and tees up today’s topic: The Insomnia Cookies Case and the GOST model.
03:42 – From Google to the Classroom Jim shares the story of Eric Schmidt’s advice to “teach, don’t pitch”—a philosophy that reshaped his approach to marketing and led to academia.
07:25 – Are Business Schools Outdated? Jim responds to critiques that MBA programs lag behind marketing’s evolution. He introduces the idea of durable vs. perishable marketing knowledge.
12:10 – What Makes Northwestern Different A deep dive into how Kellogg blends academic and practical knowledge through its marketing strategy curriculum and clinical faculty.
16:32 – The Insomnia Cookies Case Jim explains why Insomnia Cookies became a great example of strategic growth thinking—and what other brands can learn from it.
20:48 – Introducing the GOST Model Using GOST (Goals, Objectives, Strategies, Tactics), Jim unpacks how Insomnia grew revenue 3x through disciplined planning, not buzz or virality.
28:55 – The 70/20/10 Growth Framework How Insomnia balanced core product expansion, adjacent markets (like vegan cookies), and new categories (ice cream) to create sustainable momentum.
33:30 – Avoiding the “Gold Mine” Trap Why companies rush into adjacent businesses (like Peloton did) and how to model your way out of distraction and back to core growth.
39:14 – How Kellogg Stays #1 in Marketing The role of clinical faculty, student engagement, and a culture of “yes, and” in maintaining relevance in a fast-changing field.
42:00 – Advice for Aspiring Marketers Choosing B-Schools Jim outlines what to look for when evaluating a program -- beyond the rankings and websites.
46:10 – Meet the Universe Halfway: Career Advice + Jazz Story Jim’s closing advice for career success, plus an embarrassing moment involving jazz legend Wynton Marsalis.
49:25 – Wrap-up & Where to Listen Next Mike closes the show and directs listeners to other relevant episodes on CLTV, Peloton, Budweiser, and Warby Parker.
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