This document provides guidance on defining a brand through clear values and purpose. It emphasizes focusing outward on the buyer's wants rather than inward on what the seller has. Specifically, it recommends interrogating, reducing, and researching to design something that serves the greater good based on authentic core values in order to leverage community and earn loyalty.
20. Market Realities Emotions are your currency Business is irrevocably social Top down control lost to bottom up community Technology changes, values don’t Shared values leverage community Expand self-interest to include greater good Look to community for profit, IP and longevity
21. Clear? To leverage community commit to a purpose that serves the greater good based on authentic core values.
22. Yoda Moment 1 Technology is teaching us to be human again.
23. Yoda Moment 2 When you own the relationship you own everything.
24. Yoda Moment 3 Companies will be distinguished by the quality of their listening.