Upstream Marketing Book is a 2023 AMAZON BESTSELLER in Global Marketing, Product Management, & other Categories


Creating and capturing new market spaces and building strong brands is the domain of upstream marketing and the focus of our work.

How do Amazon, Apple, Google, Nike, Southwest Airlines, Starbucks, and The Walt Disney Company grow better and faster than others in the same industry?

In Upstream Marketing, we share best practices, research, case studies, and analysis informed by over two decades of experience helping transform client brands and businesses.

The result is a groundbreaking deep-dive into the fundamentals of upstream marketing, which relies on the strategic implementation of three core principles: insight, identity, and innovation.

An invaluable tool for business leaders looking for mindset, strategy, and processes that will help them improve their organization proactively, instead of reactively.

Upstream Marketing includes meticulous analysis of seven profile companies, breaking down the principles that make them great, and offering some how-to tips you can apply yourself.

The book also draws on real-world client work to illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business.


"Tim Koelzer and Kristin Kurth share interesting ideas, a system of seven steps, and many case examples to show how to achieve success with upstream marketing."
  • Philip Kotler. Father of Marketing, Professor Emeritus, Kellogg School of Management, Northwestern University
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"Short on time? Read this book. As a chief marketing officer, I read a lot of business books to stay current. This one distills those into a common set of 'lessons learned'. It's like getting the cliff notes version of a bunch of business books best sellers. Don't get me wrong -- it's not a quick read. There's a lot to unpack and it takes some time. Still, it's one of the best business books I've read this year with a high learning ROI."
  • Chief Marketing Officer, Fortune 500 Company
"A Deep Dive on Corporate Strategy. This is a well-researched, well-written book on corporate strategy, viewed from a marketing lens. If you're new to marketing, there are other books that provide a better introduction. Upstream Marketing goes a step further, going deep on the "whys" and "hows," includes a series of strategic frameworks. It's one of the top 10 best marketing books I've read in some time and I've already applied a few of them on my own so can attest to their value.
  • An Avid Business Book Reader




Learn how Amazon, Apple, Google, Nike, Starbucks, Southwest Airlines, and Walt Disney use upstream marketing to unlock growth



Discover the upstream marketing framework, including 4 framing questions, 3 growth principles, and 6 best practices (all in one place)



Answer 20 questions to focus your organization and apply the same principles proven to work across industries and companies of any size


The strongest brands and businesses are built upstream. Learn how!

The first chapter will introduce you to:

  • The four strategic business framing questions that every company needs to know
  • The three principles that, when combined, have a magnifying effect on business growth
  • How to create a proprietary customer framework to uncover growth opportunities
  • The steps for building an aligned customer value proposition
  • How to grow existing brands or create new ones to fuel growth
  • The keys to a strong innovation pipeline (including the two things that must be balanced)
  • The power of an integrated upstream marketing framework to transform your business

For over 20 years, we’ve helped leading brands and businesses achieve success through upstream marketing.

Everything we’ve learned from our client experience and best practice insight is available here for the first time.