Todd Irwin, founder and Chief Strategy Officer at Fazer on de-positioning, a strategic approach to outperform competitors by solving hero customer pain points better than anyone else. The musician and artist turned brand strategist who has advised Fortune 500 companies, SMEs and startups for three decades, argues for a shift in thinking from differentiation to problem solving, and simply being better. An expert in delivering competitive brand strategies to visionary leaders seeking growth, he argues that creativity is downstream of positioning, and solving problems reminds us that when people grow, brands grow, and when companies grow, we all grow.