55. A conversation with Claire Hassid, rule-breaker extraordinaire.

I met Claire Hassid four years ago when I was researching my book, “How To Write A Single-Minded Proposition.” Claire was perhaps my third interview. Her insights into the insights of the SMP gave my book its purpose and direction. In this episode of The Brief Bros., Henry Gomez and I are treated to a conversation with a giant in the field of account planning and strategy. Claire shares her in-the-trenches battles over strategic direction for the brands she worked on and influenced, including Tide and Yoplait. Don’t miss this episode. Claire Hassid is one of a kind.