The document discusses shifting focus from tools and systems to building brand relationships based on consumer needs and passions. It argues for starting with understanding the human truth behind brand relationships rather than copying other brands. Innovation requires changing one's mental model from telling brand stories to architecting brand relationships through giving value, relevance and authenticity to empower consumers. Successful brands disrupt their industries by leveraging technology while tapping into what consumers care about.

6. The HOW prematurely
focuses on tools,
systems and platforms
and following iconic
brands’ constructs as
models for success.

7. Starting with the WHY
enables us to focus on
the human truth of the
brand relationship and
create utility, service
and value for the
consumer.

8. Innovation requires a
shift in our mental
model from being the
architects of brand
stories to architects of
brand relationships.

10. Build brand
relationships based on
giving, not receiving.
Put consumer needs
first, create a system
of unique branded
service instead of
complicated
reward systems.

11. Connect people based
on their passions,
create value
through relevance,
utility and authenticity.

12. Create unique,
transformational
value by empowering
people. Disrupt
the category.

13. Each of these
innovative brands
could fit into any or all
of these categories.
They disrupted
entrenched industries
by tapping into
consumer passions,
leveraging technology
and reinventing.

14. Each of these
innovative brands
could fit into any or all
of these categories.
They disrupted
entrenched industries
by tapping into
consumer passions,
leveraging technology
and reinventing.