Michael Morrison

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As a strategic partner in the development of business strategy, branding, new products, client loyalty, and improved customer experience, Michael works at the enterprise and business unit level to build authentic, compelling brands and drive revenue growth. As a former company president with a history of P&L ownership, he brings a holistic approach to collaborating with sales, legal and compliance, and key stakeholders to deliver solutions that meet the needs of a diverse clientele and their unique audiences. In addition, Michael’s inside-out branding work has been recognized for its impact on employee engagement and operating performance.
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Recent Posts

Outsider Insights | The Backup Plan You Don't Have Is Already Costing You

Outsider Insights | The Backup Plan You Don't Have Is Already Costing You

Fri, Aug 21, 2026 | Posted by Dawn Werry

Executive Takeaways

  • Commercial team gaps happen for many reasons: someone leaves, someone is underperforming, or the business needs a capability the current team doesn’t have.
  • Mid-sized companies tend to run lean, which means there’s rarely a qualified backup ready to step into a critical role.
  • The real cost of that gap isn’t the empty seat. Priorities slow, teams lose direction, good people get frustrated, and commercial efforts stall.
  • Rushing a permanent hire isn’t always the answer. Fractional resources can keep the business moving while you make the right long-term decision.
  • The best time to decide how you’ll handle a critical commercial is before one opens.

Outsider Insights

Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.

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