Ulli Appelbaum

Minneapolis, Minnesota, US

Strategist, Problem-solver, Contrarian
Ulli's Skills
Product Management

Startup Experience

Founded 1 startup

About Ulli

I am the founder of brand consulting shop First-The-Trousers-Then-The-Shoes inc, specialized in brand research, strategy and innovation. I work with both startups and large global corporation and am now in the process of productizing some of my services, also for training purposes, such as Positioning-Roulette, a unique methodology to develop brand positionings and stories.

I just started a new service where entrepreneurs, startups and small business owners can book me for a one-hour video call and get all their marketing or strategy questions answered.

And I love to develop new product ideas and products and see them come to life and produced.

I firmly believe that developing a strategy is actually a creative process -not a rational linear one- that requires problem-solving tools and techniques applied with rigor to data and facts. That's, in my opinion, the only way to turn data into a true competitive advantage and into genuinely innovative ideas.

Lastly, I am always interested in meeting new people and sharing intereting ideas.


“Discovery consists of seeing what everybody has seen, and thinking what nobody has thought.” - Albert Szent-Györgyi

Work Experience

Founder & Lead Strategist

First The Trousers Then The Shoes Inc.

June 2014 - December 2016


European School of Management Paris-Oxford-Berlin, EAP now ESCP

Masters in International Management

1989 - 1992