The movable middles are open-minded consumers defined by their mid-range probability of buying the brand. They’re not people who purchase the brand’s products at every turn, but they don’t have anything against the brand either. They’re different for every brand, and on the spectrum between never-buying to always-buying the brand, they’re in the middle: yes, they may buy the brand some of the time (and even buy it a lot), but many of their purchases go to the brand’s competitors as well. This implementation playbook contains step-by-step instructions for marketers to implement the Movable Middles Growth Framework™ (MMGF™) at their organization.
