Outsider marketing means getting an 'outside the jar' perspective on your company's positioning, messaging and selling. Here's why it's more important than ever. The economy is melting down. Everywhere you look, companies are ducking for cover, going under, or struggling to stay alive. Or are they? Times of disruption deliver opportunities for companies agile and aware enough to seize them. Smart companies are already engaged in finding those opportunities, and retooling. Their goal is to slingshot out of the disruption stronger than ever.  Karen Hayward is a Managing Partner with Chief Outsiders, a national consulting firm that delivers fractional CMO's to mid-cap firms on limited engagements. Today, that means her team is working with a lot of CEO's who need slingshot strategies. I chatted with Karen for my podcast. Her insights were sharp, her tips thoughtful, and her personality infectious. I hope you enjoy the interview as much as I did.  If you enjoyed this interview, you'll like these ones, too: The innovation story every frustrated entrepreneur needs to hear Test or trust? The idea validation debate rages on Want my insights straight to your inbox? Sign up for my newsletter here. And please, don't forget to share this story!