Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?

Who are we, and how do we relate this idea in a way that’s meaningful to our customers and the values they hold dear?In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.

The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying.

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.

The opposite of value is a commodity item with little or no perceived value — which means people are not seeking it out and when they do, it’s merely one of the many choices (so very likely the cheapest offering will get the sale).

So it comes down to scarcity, one product or service having qualities you won’t find everywhere or ideally, anywhere. It’s the job of every brand to seek that out as their standard, their stamp.

Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.

Ideas are the currency of innovation.