The document provides an overview of a consultancy called Dosage that helps businesses grow by identifying weaknesses and opportunities for competitors to take them down. [1] Dosage runs workshops where they attack clients to uncover these vulnerabilities before competitors do. [2] They then work with clients to determine the best ways for the clients to address the vulnerabilities themselves through new products, strategies or other innovations. [3] This process is meant to help clients stay ahead of competitors by proactively addressing issues before competitors can exploit them.

1. Coup D’osage
A brief introduction to a program that
takes you down to build you up
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2. Hello. Dosage is a consultancy that
resets the narrative frames of categories
and brands, and then outfits those
stories to grow businesses. Despite our
passion to put each of our clients out of
business (more on that soon), Dosage is
known as a global thought-leader in
collaborative worksessions.
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3. “Dosage is armed with good humor and wit, true subject matter expertise, and great examples to make the theoretical concrete. Our
sessions with Scott consistently get high marks. Participants not only feel very energized and better equipped, they delight in the fact
the session, while intensive, was fun.”
Marcie Anthone Director of Capabilities Development, The Coca-Cola Company
“A session that Dosage leads is not just more interesting planning theory, but brilliantly organized commonsense that is able to be put to
work immediately at all levels of client engagement.”
Tony Wright, Chairman, Lowe and Partners
“Engaging Dosage to help inject innovation and strategic creativity into our business was extremely rewarding. Not only did our key
employees feel that they were more empowered by the new skills, it immediately lead to tangible new business success in multiple
markets across Asia.”
Mathew Godfrey, CEO Asia, Y&R
"Dosage uses a unique and highly effective approach to ideation to uncover hidden gems of insight. Dosage was amazingly adept at
getting teams to think about the brand in new and different ways and to ask themselves important questions. Dosage helped unlock the
creative thinking power of the team and helped them to collaboratively build upon ideas and then roll the ideas up to critical themes. I
Client Praise
would definitely use Dosage again for brand strategy development work. Their process enabled us to succeed in developing an effective
brand strategy, and simultaneously gain internal buy-in for the strategy.”
Deb Hitchcock, Director, Brand Management Aetna
"I worked together with Dosage and Scott in close partnership whilst CSO at Lowe Worldwide. Scott was fundamentally involved in
redefining how we went to market, helping us build what many believed to be a market best strategic tool kit. What makes Scott
standout from others I have collaborated with is not only his thought leadership and extensive IP but perhaps more importantly his ability
to embed strategic thinking practically in cultures as diverse as North America and Vietnam. I would highly recommend Scott."
Chris Chard, Chief Strategy Officer Lowe and Partners Worldwide
“Scott is an excellent strategic planner and can work with the toughest of clients and on the most complicated brand situations. We
hired him while I was at Publicis Worldwide to act as strategy lead on a very thorny account, Citibank. Not only did he gain the respect of
fellow planners, but he made a lot of traction with the creative directors as well. I highly recommend Scott!”
Abigail Posner, Head of Strategic Planning, Agency Development, Google
“Scott is a talented strategic thinker who has a particular ability for creative ways of working and providing practical training and tools
for teams. He's also a mensch and a general pleasure to work with.”
Richard Fine, Founder, Help Remedies
“Dosage helped us see the wood for the tree's. He is very good at thinking through all the angles and then recommending a path that is
easy to understand and follow. He is a pleasure to work with. He has high energy and commitment with a real passion for what he does.”
Emma Gilding, VP Brand Research, Gannett
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4. Worldwide
Bangkok
Hong Kong
Barton F. Graf 9000
Previous Clients
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5. On Brands Such As...
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6. Our pitch. You hire us to come up with ideas
to take your company down. We identify
weaknesses and opportunities before
competitors do. Our team delivers product
ideas, brand strategies, marketing
innovations and communications approaches
that you wouldn't want in the wrong hands.
But in yours, you've got your next growth
strategy (or two or three).
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7. Why you should consider this.
Shakespeare was right when he
wrote, “All the world’s a stage.”
People play many parts in the stories
of their lives. They live through those
stories. Customers use your brand to
participate in the stories of their
lives. Marketing today is about
outfitting stories with brand and
branded experiences.
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8. Your customers don’t stand still. They
grow. They falter. They become victims
or beneficiaries of circumstances. They
reach crossroads. The trends we read
about move them into new narratives.
People and their stories constantly
evolve. It’s constant.
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9. Yet, you don’t move as fast as they
do. Inertia is your worst enemy. You
don’t see your customers and all
their evolving stories. You don’t see
all the new ways your brand could be
used by customers.
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10. Your competitors, however, spend all their
time thinking about that. They don’t have
your inertia. They aren’t spending all their
time running your business. They are
looking for where you are weak, what
money you are leaving on the table and
how they could change the story and outfit
your customers with their brands.
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11. You need to do to
yourself what your
competitors want
to do to you
before they do it.
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12. That’s how you get
to the growth
opportunities first.
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13. The Full Coup D’osage overview
1. Planning 2. We Attack You 3. You Attack You 4. We determine 5. You and us 6. Implementation
the best ways to determine the planning
take you down best ways to
take you down
We start by getting to know First, we design and field Behind closed doors, most We take our work from We present our During this stage we
our enemy. We’ll interview an internal workshop with employees have strong stage two and your work recommendations as part prepare materials and
key members of your our creative attackers. ideas about what a from stage three and of a collaborative collaborate with you to
organization, customers The session will feature company is failing to see. explore the viability of each worksession. brief and guide go-to-
who won’t consider you or our key team, any We validate this practice growth strategy and idea. market partners.
have rejected you and other particularly skillful up- and make it productive. We’ll take you through our
external experts as we see risers from your team and Not all ideas are equal. We logic in a way that includes Output:
fit. We’ll look over your external experts as we see We design and field a assign a value to each idea your participation. Think
business, offering and how fit. workshop with your key by calculating potential of this stage as a A high-level implementation
you go-to-market. team and selected expert upside and balancing that presentation/workshop plan in the form of a
Then, those same people customers. This workshop value versus costs and hybrid. presentation.
Output: will continue to work to features our proprietary risks.
take you down individually. thinking tools, which Output: On-going consultation and
An understanding of ensures that discussions Output: collaboration with go-to-
possible achilles heels from Finally, we reconvene to will be creative, rigorous One growth strategy on market partners.
a business, brand, media identify the most fruitful and efficient. A presentation that which to commit for the
and technological point- areas of ideation. expresses each of the next marketing period.
of-view. Output: different growth
Outputs: recommendations and the
A number of different logic underpinning each.
A number of achilles heels insights to be applied as
that should be further part of the idea vetting in
exploited during the next the next stage.
stage.
A number of growth idea
A number of growth idea possibilities.
possibilities.
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14. Two lighter programs too
A program for every schedule and budget
Uprising Revolt Coup
Stages 1, 3, 5 Stages 1, 2, 3, 5 Stages 1, 2, 3, 4, 5, 6
Timing: 3-4 weeks Timing: 6-8 weeks Timing: 10-12 weeks
Output: Written debrief and Output: Uprising program + Output: Revolt program +
presentation outlining growth Dosage innovation time, business “sizing” of the growth
strategies and rationale from participation of an extended strategies and time for
analysis, interviews, one team and internal workshop. implementation planning and
workshop and other management.
collaborations.
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15. Areas of Attack. As you’ve come to know
by now, we believe that people live
through stories. “GPERS” is a helpful way
of being conscious of the core elements
of a story, from the customer’s point of
view. GPERS is an acronym for Goals,
Props, Experiences, Roles and Scene.
These are our areas of attack.
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16. Goals, Props, Experiences, Roles, Scenes
1. Planning
G P E R S
Goals are motivations, Props are the tools that Experiences are the Roles are the identities Scene is used to
desires, needs and people use to reach his happenings of our that people assume or describe the
ambitions. goals, assume and lives. would like to assume surroundings of a
show off his roles, have (or even avoid). happening.
They are a person’s the experiences that he They are the states
purposes and driving wants or take that people enter into This can be a reflective This includes real
forces. advantage of a to feel emotions, (self-image), social world places like retail
particular setting. sensory experiences or (identity the customer and digital ones like
We look here for just the next step to go wants to show or be “on twitter.” Scenes
motives you aren’t These can be products, where we want to go. around others) or also covers times and
tapping, services, channels, Sometimes they are cultural (a person’s places like shopping,
dissatisfactions you brands, technologies, experiences we want sense of identity decision-making and
aren’t fixing and platforms and even to avoid. relative to current transacting.
dreams unfulfilled. other people. themes and events).
Experiences are what Here we look for
We look here for engage people. Here we look for the contexts unthought of,
product ideas you roles you haven’t let moments untapped
aren’t using, brand Here we look for the your customers and lazy thinking about
positionings untapped, experiences you aren’t assume, identity shopping, decision-
new technologies not delivering, experiences tensions you haven’t making and
leveraged and new you haven’t removed relieved and new lives transacting.
uses of media unused. or new experiences un-communicated.
uncreated.
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17. A list of sub-areas of attack
Goals Props Experiences Roles Scenes
• Desires • Tools with functions • Learning • Identities • Private moments
• Needs • Objects • Emotions • Role models • Internal dialogues
• Motives • Services • Feelings • Public lives • Social contexts
• Drivers • Other people • Cultural activities • Private lives • Cultural backdrops
• Dissatisfactions • Technologies • Moments • Secret lives • Shopping
• Benefits delivered • Currency/basis of • Interactions • Identity tensions • Decision-making
transaction • Exchanges • Transacting
• Value/attitude fit • Samplings • Rituals
• Places/territories • Personal • Territories
• Symbols/signifiers • Private
• Attributes/features • Social
• Legends/traditions • Cultural
• Externalities
• Transitions
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18. Positioned the RAV4 within its unique context in the Gulf States of USA.
Helped BBDO re-position Bank of America and helped activate the new idea by
generating new products and employee behavior.
Designed a global communications plan for GE with BBDO.
Designed and led marketing innovation workshop for Shaklee and its agency
CO:COLLECTIVE.
Trained Y&R’s Asia strategic leaders in innovation and trans-media planning
techniques in Singapore.
Led a C-level marketing innovation workshop for CITI. Collaborated with CITI,
Publicis and other CITI partners Razorfish, MEC and MS&L.
Led brand story workshop for CO:COLLECTIVE and its client Spike.
Collaborated with CO:, Campfire, Starling and Vice magazine.
Collaborated with Headmint on Volkswagen marketing innovation.
Collaborated with Headmint to generate a strategy to increase Coca-Cola
consumption at dinnertime in Russia, the Middle East and Africa.
Trained innovation company Redscout on consumer-based methods to
generating new product/brand ideas.
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19. Your Contact: Scott Lukas
Founder, Project and Brand Story Lead
Scott@DosageConsulting.com +1.646.380.4677 DosageConsulting.com
Scott has worked with CITI, GE, The NBA, The Washington Post, Reebok, General Motors, Chase, Spike
Television, Verizon FiOS, Cadbury, Toyota, Honda, Carrabba’s, Subway, Quiznos, Bank of America, Scott’s,
Plantronics and numerous brands for The Coca-Cola Company and Procter & Gamble.
Scott co-developed an approach to marketing tasking, positioning and integrated marketing communications
planning for global agency network Lowe and Partners, which is currently being used in over 40 offices
worldwide. He also developed methods of communications planning and trend analysis for The Coca-Cola
Company.
Scott has been a guest lecturer at Columbia University, a guest judge at VCU BrandCenter and a featured
speaker at AAAA Account Planning Conference and at the "Polygamous Wedding” Channel Planning
Conference. He is a multiple AMA EFFIE award winner and judge, as well as a judge for the Jay Chiat Creative
Planning Awards and AAAA New Professionals Training and Competition (which he won in 1991). He has been
published in the American Association of Advertising Agencies’ 2001 publication “The Value of Advertising”
and in 2007 a college text about career paths in planning. Scott continues to publish via his blog and podcast
"On Creative Collaboration."
Before Dosage, Scott worked at some of the most recognized agencies in the world for creative strategy and
effectiveness: Chiat/Day, Fallon McElligott Berlin and Berlin Cameron + Partners.
Scott's a sports fanatic, an avid photographer, global urban wanderer, gadget guy, and reluctant golfer. A
devoted New Yorker, Scott mentored a teenager from Harlem for 10 years as part of Big Brother/Big Sister. He
also developed and led the “10048 Project” — a benefit effort that raised money for The New York Times 9/11
Neediest Cases Fund.
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20. Are you ready?
Thank you,
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