Adoption
Notes and perspectives from the Value Proposition Studio.
Notes from the studio.
01 / Adoption
Adoption · Sep 5, 2026
Canva: the design tool that started from what users could not do
Canva grew to more than 265 million monthly users by making design possible for people who were never trained in it. A case on adoption, on ability as the real bottleneck, and on what changes when a beginner's tool starts courting professionals.
Read articleAdoption · May 14, 2026
Peloton built for the demand of 2020, and 2020 did not last
Lockdowns pushed Peloton's revenue past 4 billion dollars and its market value toward 50 billion, then the gyms reopened. A case on adoption, on demand that belonged to a moment, and on the premise that should have sized the factory.
Core values · May 5, 2026
Harley-Davidson: a brand worn as an identity, and the generation that wears it
Harley-Davidson turned a motorcycle into a way of life, with owners' clubs, a sound and a look. A case on core values that tie a brand to one generation, read through LiveWire and the 2024 dispute over diversity policies.
Adoption · Apr 5, 2026
Quibi raised 1.75 billion dollars for a moment that disappeared at launch
Quibi launched in April 2020 with premium shows cut into episodes under ten minutes, built for phones on the move, and shut down six months later. A case on a premise that rested on a context, and a new format the market had no way to learn.
Canva: the design tool that started from what users could not do
Canva grew to more than 265 million monthly users by making design possible for people who were never trained in it. A case on adoption, on ability as the real bottleneck, and on what changes when a beginner's tool starts courting professionals.
Adoption · Positioning · In the news
Read articlePeloton built for the demand of 2020, and 2020 did not last
Lockdowns pushed Peloton's revenue past 4 billion dollars and its market value toward 50 billion, then the gyms reopened. A case on adoption, on demand that belonged to a moment, and on the premise that should have sized the factory.
Adoption · Autopsy · Brand history
Read articleHarley-Davidson: a brand worn as an identity, and the generation that wears it
Harley-Davidson turned a motorcycle into a way of life, with owners' clubs, a sound and a look. A case on core values that tie a brand to one generation, read through LiveWire and the 2024 dispute over diversity policies.
Core values · Adoption · In the news
Read articleQuibi raised 1.75 billion dollars for a moment that disappeared at launch
Quibi launched in April 2020 with premium shows cut into episodes under ten minutes, built for phones on the move, and shut down six months later. A case on a premise that rested on a context, and a new format the market had no way to learn.
Adoption · Category design · Autopsy · Brand history
Read articleGLP-1 and the food aisle: when the customer's job changes under the brand
Weight-loss drugs such as Ozempic and Wegovy changed how millions of people eat, and food brands rushed to reposition. A case on positioning when the customer's jobs move, read through Nestlé's Vital Pursuit and the 'GLP-1 friendly' label.
Positioning · Adoption · In the news
Read articleGuinness and Gen Z: a slow pint becomes a game, and the kegs run short
Between 2023 and 2025 young drinkers in Britain turned the Guinness pour into a social ritual, and in December 2024 Diageo had to limit what some pubs could order. A case on rituals, adoption and what a shortage tests.
Adoption · Core values · In the news
Read articleAmazon decides the pace of the conversation, and in 2025 it paid for the exit
One click, Prime and a cancellation flow regulators called a trap: Amazon built its value on controlling how customers interact with it. A case on the regulator posture, its power and the line where control turns into backlash.
Adoption · Moat · In the news
Read articleGoogle Stadia: a promise of faith from a company with a public record of closures
Stadia launched in November 2019 as console-free gaming in the cloud and closed in January 2023 with full refunds. A case on adoption, and on trust as an asset a company carries into every launch.
Adoption · Premise, promise, proof · Autopsy · Brand history
Read articleBlackBerry owned the keyboard, then the phone stopped needing one
BlackBerry led the early smartphone market with a physical keyboard and secure email for companies. After the iPhone the premise of the category changed, and the strengths that had built the lead stopped counting.
Category design · Adoption · Autopsy · Brand history
Read articleApple Vision Pro: a flawless product nobody had a reason to use
The Vision Pro had the best designer, the strongest brand and excellent execution. The MOA Model explains why the market still did not come.
Adoption · Category design · In the news
Read article- 01Canva: the design tool that started from what users could not doAdoption
- 02Peloton built for the demand of 2020, and 2020 did not lastAdoption
- 03Harley-Davidson: a brand worn as an identity, and the generation that wears itCore values
- 04Quibi raised 1.75 billion dollars for a moment that disappeared at launchAdoption
- 05GLP-1 and the food aisle: when the customer's job changes under the brandPositioning
- 06Guinness and Gen Z: a slow pint becomes a game, and the kegs run shortAdoption
- 07Amazon decides the pace of the conversation, and in 2025 it paid for the exitAdoption
- 08Google Stadia: a promise of faith from a company with a public record of closuresAdoption
- 09BlackBerry owned the keyboard, then the phone stopped needing oneCategory design
- 10Apple Vision Pro: a flawless product nobody had a reason to useAdoption