You Can't Ride Two Horses with One Ass

Book excerpt: What is the biggest threat to your brand today? Most leaders think its disruption, competition, cyber attacks or the economy. The truth is the real enemy is between your ears. Thinking outside the box, scaling and partnerships can sabotage your brand. Even your company mission can undermine it. You Can't Ride Two Horses With One Ass turns conventional brand thinking on its ear and teaches you a new ethos: How to grow your business by protecting your brand. Much like category-killers Southwest Airlines, Google and many of the author's own clients do, you'll learn how to think like a brand, not a business; be more desirable, instead of more available; detect organizational blind spots that can subvert the brand; and build a bridge between company purpose and customer promise-the missing link to exceptional cultural engagement and brand fidelity.