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Meet Professor Putsis


Dr. William (“Bill”) Putsis is a Professor of Marketing, Economics and Business Strategy at the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill and teaches on Executive Programs at the Yale School of Management and DukeCE.  He is also President and CEO of Chestnut Hill Associates, strategic consulting firm he founded in 1995. Additionally, Dr. Putsis co-founded The Platform for Strategic Growth, a consulting firm that specializes in matching customer deep seated needs finding with unique competencies in areas of Strategic Control in the industry value chain. He is also a co-founder of The Paradox Team, a consulting and Executive Development company centered in Business Paradoxes and leadership. Additionally, Dr. Putsis co-founded CADEO Economics, a consulting firm that specializes in competitive strategy development and execution. He is also a co-founder of Brij, a startup aimed at helping small business.

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Book Of The Month

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The Carrot and The Stick

Leveraging Strategic Control For Growth

Sustained Competitive Advantage Begins With Strategic Control Through Constant Innovation.

There is no business leader or business student who won’t find themselves riveted to the perspectives this book offers on the strategic thinking and execution behind the technologies which have profoundly reshaped industry and transformed the way we live.  Thus everyone in legislatures and the media need this book as well. At a time when appropriate critiques of the unchecked power of big tech abound, this book instead explains such enterprises flourish, drawing upon examples from our past and present that foreshadow our future as well as key concepts in strategic, marketing, entrepreneurship, innovation, and technology.  All this with an engaging writing style.  Every page makes you feel 10 percent smarter.

- Jeffrey Sonnenfeld

Sr. Associate Dean,

Yale School of Management

In his first book, Compete Smarter, Not Harder, Dr. William Putsis presents a process to strategically prioritize market opportunities. In The Carrot and the Stick, he follows up on this by extending the concept of strategic control to multiple market opportunities. We have found his process to be instrumental to the success we have been having in growing our markets and to our move to adjacent market opportunities. Highly recommend the book to anyone interested in growing their business.

- Keith Williams

CEO, President, UL

The critical question in determining the value of a business is “What gives a business the power to attract and hold customers while generating outsized profitability?”   “The Carrot and the Stick” answers this question effectively and efficiently with a perfect balance of engaging stories mixed with real world exercises and action steps. 


Professor Putsis helps us understand how the fundamental intrinsic value of any business rests in its critical importance to its customers, while providing a straightforward and easily applied approach to evaluating and increasing this value in our own businesses. 


I especially appreciated that “The Carrot and the Stick” did not “talk at me” with a series of lessons, but through simple exercises guide me to explore and discover what will make our own unique businesses more valuable.  Providing more than just the “what” and the “why”, Professor Putsis most importantly lays out the “how” of executing a value creation strategy based on building critical importance to customers.

- Terry Theodore

Partner and Executive Vice President,

Center Rock Capital Partners

Research and Consulting

Areas of Expertise



Game Theory

Innovation Management

Segmentation and Industry Value Chain



Competing Smarter Podcast

Check out the latest episode:

Warby Parker - What is a Guarantee?

In his podcasts, professor Putsis lays out how fundamental principles of marketing strategy are played out in today's companies.

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