Give customers something that they can't get anywhere else. Force them to alter the way that they think about the world. The defining organization will be a porous network of strategic partnerships. Never underestimate the power of stupid people in groups. You'll have to confront lots of people, including customers, who resist change.
Legendary marketing is the only sustainable sort of marketing.
Stunts don't build brand identity. Unassailable technology is, well, unassailable. Successful companies will spend more and more on smart technology. Legendary businesses require courage. Our supportive role is an important one that sets us apart from consultants who may offer only their own view of your future direction.