ABSTRACT
There are a number of factors, taken in concert, that will drive success:
the reader should select a brand that he or she wants the process applied to. It can be a brand he wishes to create; a brand that needs to be reinvented. If a team of readers go through the process together, they may want to select a brand of strategic importance to their company. Senior management may agree to judge the final outcome…to reinforce the effectiveness of the process and the team's solution. Bottom line…the process should be applied to real world challenges in which the reader is deeply involved…and not a theoretical exercise.
the reader should create a base line of self-knowledge before learning before reading the book. Here are some pre-read questions.
