MAKE WINNING,
MAKE WINNING,
GROWTH-DRIVING
GROWTH-DRIVING
DECISIONS
DECISIONS
We help growth-stage consumer brands make their next strategic move count.
We help growth-stage consumer brands make their next strategic move count.
X
X
MIDDLE
M
INFIELD
I
Consulting
Insights
About
Contact
Consulting
Insights
About
Contact
The Cost of Blur
The Cost of Blur
When strategy is vague, teams can’t pick what matters most or create step change growth.
When strategy is vague, teams can’t pick what matters most or create step change growth.
Priorities aren't clear.
Planning documents are just six-page task lists with no clear hierarchy of impact or importance.
Priorities aren't clear.
Planning documents are just six-page task lists with no clear hierarchy of impact or importance.
Weak insights prevent big moves.
Making big bets with confidence requires strong signal, but daily operations and constant fires keep you from resourcing the right insights.
Weak insights prevent big moves.
Making big bets with confidence requires strong signal, but daily operations and constant fires keep you from resourcing the right insights.
Too much energy goes to low-leverage tactics.
Absent a big-picture view, teams default solely to channel optimizations that barely lift revenue and mask the larger performance constraints (e.g., fuzzy positioning).
Too much energy goes to low-leverage tactics.
Absent a big-picture view, teams default solely to channel optimizations that barely lift revenue and mask the larger performance constraints (e.g., fuzzy positioning).
Capital is burned on dead-end projects.
Work that's not aligned with a clear north star fails to gain enough momentum to deliver results.
Capital is burned on dead-end projects.
Work that's not aligned with a clear north star fails to gain enough momentum to deliver results.
Leadership loses credibility and morale drops.
Constant course corrections and the inability to say 'no' to new opportunity signals indecision and uncertainty to boards, investors, and staff. High performers that crave clarity and impact look elsewhere.
Leadership loses credibility and morale drops.
Constant course corrections and the inability to say 'no' to new opportunity signals indecision and uncertainty to boards, investors, and staff. High performers that crave clarity and impact look elsewhere.
Priorities aren't clear.
Planning documents are just six-page task lists with no clear hierarchy of impact or importance.
Priorities aren't clear.
Planning documents are just six-page task lists with no clear hierarchy of impact or importance.
Weak insights prevent big moves.
Making big bets with confidence requires strong signal, but daily operations and constant fires keep you from resourcing the right insights.
Weak insights prevent big moves.
Making big bets with confidence requires strong signal, but daily operations and constant fires keep you from resourcing the right insights.
Too much energy goes to low-leverage tactics.
Absent a big-picture view, teams default solely to channel optimizations that barely lift revenue and mask the larger performance constraints (e.g., fuzzy positioning).
Too much energy goes to low-leverage tactics.
Absent a big-picture view, teams default solely to channel optimizations that barely lift revenue and mask the larger performance constraints (e.g., fuzzy positioning).
Capital is burned on dead-end projects.
Work that's not aligned with a clear north star fails to gain enough momentum to deliver results.
Capital is burned on dead-end projects.
Work that's not aligned with a clear north star fails to gain enough momentum to deliver results.
Leadership loses credibility and morale drops.
Constant course corrections and the inability to say 'no' to new opportunity signals indecision and uncertainty to boards, investors, and staff. High performers that crave clarity and impact look elsewhere.
Leadership loses credibility and morale drops.
Constant course corrections and the inability to say 'no' to new opportunity signals indecision and uncertainty to boards, investors, and staff. High performers that crave clarity and impact look elsewhere.
__________
How to Get Clear and Win
How to Get Clear and Win
To reach your next growth phase, you need to tightly define what winning looks like for your company and place decisive bets on how you'll achieve it.
This is where we can help. Middle Infield brings strategic know-how and actionable insight to guide your company to a crisp vision for the future and help make the choices to get there.
To reach your next growth phase, you need to tightly define what winning looks like for your company and place decisive bets on how you'll achieve it.
This is where we can help. Middle Infield brings strategic know-how and actionable insight to guide your company to a crisp vision for the future and help make the choices to get there.
SERVICE
Capabilities
Capabilities
STRATEGY
Market Positioning
Brand Vision
Brand and Product Architecture
Narrative and Messaging
Persona Development
Buyer Journey
INSIGHTS
Competitive Analysis
Consumer Insights and Sentiment
Market Research
Segmentation
Custom Reports
VISION & PLANNING
Purpose
Mission
Values and Beliefs
Annual and Long-Range Planning*
Board Review Preparation
____________
*Support in partnership with your finance team using various methodologies such as annual OP/LRP cycles, OKRs or EOS.
Engagements
Engagements
We believe clear thinking is the first step to making decisions that create desired results. Our engagements target clarity, alignment, focus, and confidence to produce a growth outcome.
Deep dives that answer critical questions for high value problem-solving and decision-making.
Insight Sprint
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
Delivery format is a concise report with key findings, problem ID, leading hypotheses, and next-step recommendations. Upon delivery, we will schedule a one-hour review to discuss actions and address questions.
Format
Delivery format is a concise report with key findings, problem ID, leading hypotheses, and next-step recommendations. Upon delivery, we will schedule a one-hour review to discuss actions and address questions.
Format
Delivery format is a concise report with key findings, problem ID, leading hypotheses, and next-step recommendations. Upon delivery, we will schedule a one-hour review to discuss actions and address questions.
Two half-day sessions to draft a
strategy that provides directional clarity and positions your company to win.
Strategy Workshop
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Month-to-month access to hands-on strategy consulting, guidance, and insight.
Strategic Advisory
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Best for
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Process
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
Format
decision-makers that need to better understand an environment for high-stakes decisions, identify problems or performance blockers, or de-risk new initiatives. Typical use case examples: “Should we enter that channel? Our top-of-funnel is strong; why are we not converting? What are customers thinking about us?”
____________
DETAILS AND PRICING
Please contact us with a brief description of your situation and the engagement(s) you would like to learn more about. We’ll reach out within 24 hours for a brief conversation to understand your context, discuss pricing, and address any questions you may have.
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Brands listed illustrate the markets we research and analyze; they do not represent consulting engagements or endorsements.
FOCUS
Coverage
Category
Middle Infield covers a diverse landscape to bring cross-category insights to partners. The defining factors of our focus? Brands that pursue a high sense of purpose, taste, and subculture influence.
____________
Brands listed illustrate the markets we research and analyze;
they do not represent consulting engagements or endorsements.
Chêne Gear
Seager Co
Roka
Buck Mason
Roark
Tracksmith
Vaer
BRANDS
Equipment
Modern CPG
Technology
Wellness
Gear / Apparel
Lifestyle Media
CATEGORIES
Chêne Gear
Seager Co
Roka
Buck Mason
Roark
Tracksmith
Vaer
BRANDS
Equipment
Modern CPG
Technology
Wellness
Gear / Apparel
Lifestyle Media
CATEGORIES
Chêne Gear
Seager Co
Roka
Buck Mason
Roark
Tracksmith
Vaer
BRANDS
Equipment
Modern CPG
Technology
Wellness
Gear / Apparel
Lifestyle Media
CATEGORIES
FOCUS
Coverage
Category
Middle Infield covers a diverse landscape to bring cross-category insights to partners. The defining factors of our focus? Brands that pursue a high sense of purpose, taste, and subculture influence.
FOCUS
Coverage
Category
Middle Infield covers a diverse landscape to bring cross-category insights to partners. The defining factors of our focus? Brands that pursue a high sense of purpose, taste, and subculture influence.
____________
Brands listed illustrate the markets we research and analyze; they do not represent consulting engagements or endorsements.
Chêne Gear
Seager Co
Roka
Buck Mason
Roark
Tracksmith
Vaer
BRANDS
Equipment
Modern CPG
Technology
Wellness
Gear and Apparel
Lifestyle Media
CATEGORIES
Chêne Gear
Seager Co
Roka
Buck Mason
Roark
Tracksmith
Vaer
BRANDS
Equipment
Modern CPG
Technology
Wellness
Gear and Apparel
Lifestyle Media
CATEGORIES
Sign Up for The Signal
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Know what consumers are thinking and how brands are moving. Sign up to get The Signal straight to your inbox when new reports are released.
UPCOMING REPORTS:
UPCOMING REPORTS:
Rise of the 'Everyday Adventure' Category
Rise of the 'Everyday Adventure' Category
Consumer patterns shaping a micro economy that blurs the lines between active pursuits, outdoor adventure, and high-taste style.
Consumer patterns shaping a micro economy that blurs the lines between active pursuits, outdoor adventure, and high-taste style.
Consumer patterns shaping a micro economy that blurs the lines between active pursuits, outdoor adventure, and high-taste style.
Chêne Demand
Chêne Demand
The Memphis upstart built a cult around premium waterfowl gear; now customers want a larger catalog. We analyze the growing demand and how Chêne can expand without compromising their authenticity and core promise.
The Memphis upstart built a cult around premium waterfowl gear; now customers want a larger catalog. We analyze the growing demand and how Chêne can expand without compromising their authenticity and core promise.
The Memphis upstart built a cult around premium waterfowl gear; now customers want a larger catalog. We analyze the growing demand and how Chêne can expand without compromising their authenticity and core promise.
Brand Report: xBloom
Brand Report: xBloom
Analysis on the $15M-backed home-brewing innovation founded by two ex-Apple product designers.
Analysis on the $15M-backed home-brewing innovation founded by two ex-Apple product designers.
Analysis on the $15M-backed home-brewing innovation founded by two ex-Apple product designers.
“WHEN FRANK SHARES HIS THOUGHTS … IT'S LIKE LISTENING TO A UNIVERSITY PROFESSOR TEACH AND GIVE ACTIONABLE ADVICE ON WHAT TO DO NEXT."
“WHEN FRANK SHARES HIS THOUGHTS … IT'S LIKE LISTENING TO A UNIVERSITY PROFESSOR TEACH AND GIVE ACTIONABLE ADVICE ON WHAT TO DO NEXT."
TYLER PIGOTT
CEO, LONE FIR CREATIVE
TYLER PIGOTT
CEO, LONE FIR CREATIVE
Contact
_____________
The Library
Consumer Data
Market Reports
Brand Index
Everyday Adventure
Contact
_____________
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