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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MIDDLE
INFIELD
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M
I
Consulting
Insights
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Consulting
Insights
About
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FORMULA
Strategy
Strategy
X
Insights
Insights
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.
“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.
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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.
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.
What is the typical engagement fee?
Pricing is determined by the total engagement scope, but the minimum starts at $8k for monthly strategic advising.
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?
50% upfront and 50% upon engagement completion. Exception: strategic advising is to be paid for in full at the beginning of each active month.
When do we pay?
50% upfront and 50% upon engagement completion. Exception: strategic advising is to be paid for in full at the beginning of each active month.
When do we pay?
50% upfront and 50% upon engagement completion. Exception: strategic advising is to be paid for in full at the beginning of each active month.
Where are you located?
We're based in Nashville, Tennessee.
Where are you located?
We're based in Nashville, Tennessee.
Where are you located?
We're based in Nashville, Tennessee.
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