How do we reconcile this with Byron Sharp's work which feels to me to conclude with very different strategy?

Unfortunetely these ideas cannot be reconciled. As we discussed in the follow up panel, most experts are consistent with each other, even if they focus on slightly different angles on the same question. These are also based on actual peer reviewed work in top marketing journals. Sharp's theories are inconsistent with these findings, and have not been peer reviewed in a similar way.