TOO MANY DIRECTIONS,

TOO MANY DIRECTIONS,

TOO MANY DIRECTIONS,

NOT ENOUGH WINS

NOT ENOUGH WINS

NOT ENOUGH WINS

Scattered efforts burn time and budget for minimal return. We help sharpen focus and prioritize high-leverage actions to increase your trajectory of growth.

Scattered efforts burn time and budget for minimal return. We help sharpen focus and prioritize high-leverage actions to increase your trajectory of growth.

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LET'S TALK.

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Strategy

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Most brands hoping to bend their growth curve don’t take the steps necessary to do it.


That is, clearly defining what the next phase of winning looks like and making decisive bets on how to achieve it.


This is strategy, and when backed by

high-signal consumer and market insights, it creates confidence and aligns every team, initiative, and budget toward a clear target further up the S-curve.

Most brands hoping to bend their growth curve don’t take the steps necessary to do it.


That is, clearly defining what the next phase of winning looks like and making decisive bets on how to achieve it.


This is strategy, and when backed by high-signal consumer and market insights, it creates confidence and aligns every team, initiative, and budget toward a clear target further up the S-curve.

Most brands hoping to bend their growth curve don’t take the steps necessary to do it.


That is, clearly defining what the next phase of winning looks like and making decisive bets on how to achieve it.


This is strategy, and when backed by high-signal consumer and market insights, it creates confidence and aligns every team, initiative, and budget toward a clear target further up the S-curve.

Middle Infield guides you to a winning strategy by helping sharpen your vision for success, make well-informed, decisive bets on how to get there, and shape a narrative that positions you for category leadership.


The results are clear priorities, focused teams, and efforts that compound into exponential lift.

Middle Infield guides you to a winning strategy by helping sharpen your vision for success, make well-informed, decisive bets on how to get there, and shape a narrative that positions you for category leadership.


The results are clear priorities, focused teams, and efforts that compound into exponential lift.

________________

SEE ENGAGEMENTS →

“Strategy can seem mystical and mysterious. It isn’t. It is easily defined. It is a set of choices about winning.”

- P&G former CEO A.G. Lafley and Roger L. Martin, Playing to Win

FOUNDER'S NOTE

Frank Rocchio

Founder, Principal, Editor-in-Chief

Founder, Principal, Editor-in-Chief

I've had the chance to lead strategy for a wide range of brands as both an internal operator and agency consultant, working with leadership teams to identify revenue constraints and generate growth. Over time, it became evident to me that regardless of size or sector, they all shared the same challenge at one point or another: directional clarity and alignment.

Clear direction and alignment requires making choices about what a company will, and will not, pursue to win (strategy). Making such choices with confidence requires signal (insights). But many organizations, particularly growth-stage brands, don’t have the internal bandwidth to gather the insights necessary to place bets confidently.

My vision for Middle Infield is to bring the insights and strategic thinking that helps these brands make winning, growth-driving decisions.

I've had the chance to lead strategy for a wide range of brands as both an internal operator and agency consultant, working with leadership teams to identify revenue constraints and generate growth. Over time, it became evident to me that regardless of size or sector, they all shared the same challenge at one point or another: directional clarity and alignment.


Clear direction and alignment requires making choices about what a company will, and will not, pursue to win (strategy). Making such choices with confidence requires signal (insights). But many organizations, particularly growth-stage brands, don’t have the internal bandwidth to gather the insights necessary to place bets confidently.


My vision for Middle Infield is to bring the insights and strategic thinking that helps these brands make winning, growth-driving decisions.

__________

__________

__________

A brief summary of my experience: most recently I led product strategy at onX, a leader in the outdoor navigation and adventure space, where I was brought in to expand value beyond the core Offroad product. Working alongside leadership and executive teams (many of whom shared operating expertise from Amazon, Nike, Netflix and other industry-leading brands), I delivered accretive pricing and packaging strategies, annual and long-range plans, and managed relationships with brands including Ram, Polaris, Huckberry, Toyota, Ford, and Tesla. Upon my departure, Offroad was the category leader by 4x and grew 50%+ YoY.

Prior to onX, I led strategy for an agency, Lone Fir Creative, where I built new revenue lines and served clients ranging from early-stage startups to enterprises like Bloomberg and Google AppSheet. Categories spanned B2B and Consumer Tech, CPG, Healthcare, Financial Services, VC, and Private Equity. Later, I led the agency's repositioning efforts to become a top-tier HubSpot agency, which attracted an acquisition by Hawke Media in 2023.

A brief summary of my experience: most recently I led product strategy at onX, a leader in the outdoor navigation and adventure space, where I was brought in to expand value beyond the core Offroad product. Working alongside leadership and executive teams (many of whom shared operating expertise from Amazon, Nike, Netflix and other industry-leading brands), I delivered accretive pricing and packaging strategies, annual and long-range plans, and managed relationships with brands including Ram, Polaris, Huckberry, Toyota, Ford, and Tesla. Upon my departure, Offroad was the category leader by 4x and grew 50%+ YoY.


Prior to onX, I led strategy for an agency, Lone Fir Creative, where I built new revenue lines and served clients ranging from early-stage start ups to enterprises like Bloomberg and Google AppSheet. Categories spanned B2B and Consumer Tech, CPG, Healthcare, Financial Services, VC, and Private Equity. Later, I led the agency's repositioning efforts to become a top-tier HubSpot agency, which attracted an acquisition by Hawke Media in 2023.

A brief summary of my experience: most recently I led product strategy at onX, a leader in the outdoor navigation and adventure space, where I was brought in to expand value beyond the core Offroad product. Working alongside leadership and executive teams (many of whom shared operating expertise from Amazon, Nike, Netflix and other industry-leading brands), I delivered accretive pricing and packaging strategies, annual and long-range plans, and managed relationships with brands including Ram, Polaris, Huckberry, Toyota, Ford, and Tesla. Upon my departure, Offroad was the category leader by 4x and grew 50%+ YoY.

Prior to onX, I led strategy for an agency, Lone Fir Creative, where I built new revenue lines and served clients ranging from early-stage startups to enterprises like Bloomberg and Google AppSheet. Categories spanned B2B and Consumer Tech, CPG, Healthcare, Financial Services, VC, and Private Equity. Later, I led the agency's repositioning efforts to become a top-tier HubSpot agency, which attracted an acquisition by Hawke Media in 2023.

LET'S TALK.
LET'S TALK.
APPROACH

A Clear Thinking System

A Clear Thinking System

We bring a systematic approach designed to get you to your desired future state. We’re not reinventing the wheel; we’ve simply distilled the methods trusted by winning brands and proven through our experience into a cohesive approach. The alignment of three core components creates focus to achieve targets.

We bring a systematic approach designed to get you to your desired future state. We’re not reinventing the wheel; we’ve simply distilled the methods trusted by winning brands and proven through our experience into a cohesive approach. The alignment of three core components creates focus to achieve targets.

Value Narrative

A sharp story that links your product to customer wants and unmet needs, so value clicks instantly and your brand becomes their go-to choice.

A sharp story that links your product to customer wants and unmet needs, so value clicks instantly and your brand becomes their go-to choice.

Strategic Choices

Explicit “do / don’t do” bets, informed by high-signal insights and the conditions that must be true for you to win.

Explicit “do / don’t do” bets, informed by high-signal insights and the conditions that must be true for you to win.

Leadership Vision

A crisp picture of the future that serves as the north star for every decision.

A crisp picture of the future that serves as the north star for every decision.

Cross-Category Insights

We study consumers by lifestyle and affinity groups to track how they move fluidly across categories. This approach surfaces pattern and behavior insights that open new strategic angles to create value for customers.

Better Questions, Better Answers

High-value insight and strategy begins with asking the right questions. We help quickly frame the critical question to pinpoint the real blocker and focus problem-solving efforts.

AI-Acceleration With Accuracy

We're developing AI workflows to cut research timelines by 66% without compromising reliability. Currently, we validate outputs line-by-line to deliver executive-ready insight. Partners will have first access to future AI workflow training engagements.

Outcomes

Directional Clarity
and Alignment

Directional Clarity and Alignment

Directional Clarity
and Alignment

A vivid north-star vision and decisive choices about what the company will and will not do gets everyone fundamentally aligned on the strategy to win.

Focused Teams With
Clear Priorities

Focused Teams, Clear Priorities

Focused Teams With
Clear Priorities

With direction set, teams can more easily rank initiatives by level of impact and alignment, and resource accordingly.

Growth Levers That
Bend Trajectory

Growth Levers That Bend Trajectory

Growth Levers That
Bend Trajectory

Consumer insights surface unmet needs and leverage potential (e.g., pricing) to create more customer value and accelerate your growth curve.

Targeted Hypothesis

Targeted Hypothesis

Evidence-backed hypotheses isolate growth constraints so you can focus solution efforts where they're most likely to move the needle.

De-Risked Big Bets

De-Risked Big Bets

Project-specific research and insights inform testing paths to reduce risk for capital-heavy moves.

Project-specific research and insights inform testing paths to reduce risk for capital-heavy moves.

Path to Category Leadership

Path to Category Leadership

A strategy based on where you can deliver superior value positions you as the go-to choice; greater market share and financial return are byproducts.

“FRANK BROUGHT A LEVEL OF STRATEGIC CLARITY AND STRUCTURED THINKING TO OUR LEADERSHIP TEAM THAT CONSISTENTLY ELEVATED OUR DECISION-MAKING."

“FRANK BROUGHT A LEVEL OF STRATEGIC CLARITY AND STRUCTURED THINKING TO OUR LEADERSHIP TEAM THAT CONSISTENTLY ELEVATED OUR DECISION-MAKING."

HALEY FETZER
MARKETING DIRECTOR, ONXMAPS, Inc.

HALEY FETZER
MARKETING DIRECTOR, ONXMAPS, Inc.

FAQs

What is the typical engagement fee?

Pricing is determined by the total engagement scope, but the minimum starts at $8k for monthly strategic advising.

When do we pay?

100% up-front on Sprints/Workshops; Advisory is billed at the beginning of each active month.

Where are you located?

We're based in Nashville, Tennessee.

About Middle Infield

Engagements

Insights

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_____________

About Middle Infield

Engagements

Insights

FAQs

The Library

Consumer Data

Market Reports

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Everyday Adventure

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