What do the revival of Mattel’s Barbie, the rebranding of Twitter and the hiring of Messi at Inter Miami have in common? Pure strategy.

Mattel presents a special edition of dolls on the occasion of the upcoming release of the movie ‘Barbie’

Strategies are first of all decisions guided by an intention for the future. Decisions that shift the landscape in bold and disruptive ways. The bet is to turn Twitter into a kind of super app, similar to WeChat in China, that will offer online shopping, texting, private transportation services, all in one place. Rebranding aims to change the perception of customers and investors about the company and establish a new form of identification. The strategy seeks to take the platform beyond its roots as a microblogging social network. With the name X Corp., the intention is to break into businesses focused on audio, video, messaging, payments and banking. Attract new users and monetize Twitter’s 200 million user base.

“Hi, Barbie!” All the records that the movie ‘Barbie’ broke in the first weekend of release

Mattel did the impossible, continued its golden years. In the recent Barbie blockbuster, the Barbie doll is kicked out of Barbieland for not being perfect enough and then embarks on an adventure in the real world. Barbie was created in 1953 by Ruth Mosko, a mother who wanted to give her daughter a toy that would represent an independent woman and move her away from traditional dolls that simulate babies to be taken care of, breaking the stereotype of women at the time. The film continues that initial spirit. The message “She can do everything” appears in the promotion. In addition to the opinions for or against the film, it is an example of how successful strategies deal “without half measures” with the emotional, psychological need and deep problem of human beings. In the film, it is done in a fun way, with some satire and even paradoxical about people: women’s empowerment, gender roles and defining their own identity for men and women.

Lionel Messi makes his MLS debut with a goal as Inter Miami celebrates its win against the New York Red Bulls

Strategies clearly understand how you win in business. Inter Miami understood that football stopped being exclusively a sport and became a show business where the stage is the field and the players are the stars. Signing Messi was a strategic investment that will change club and soccer in the US, where he is behind American football, basketball, hockey and baseball. It is incredible from every point of view, winning the League Cup, thousands now follow the team, Sares Management has invested 75 million dollars in the construction of the stadium Miami Freedom Park, which has Apple and Messi himself as partners.

Twitter removes the blue tick from verified accounts unless users pay

Richard Dickson, CEO of Mattel, Elon Musk, CEO of Twitter, and Gerardo Martino, CEO of Inter, are above all strategists who defy history, wanting to rise above circumstances and control their destiny. They provide a clear example of what strategy is: tough decisions, breaking paradigms and understanding customers and growth engines. His example gives us the belief that it is always possible to be successful when you have a clear strategy, even in complex moments like the ones we are experiencing. (OR)