Why the path to growth is found in your customer's frustrations, not your favorite features
Why the world’s most powerful brands fight villains, not competitors
The hidden risk behind high satisfaction scores (and what to do about it)
Preference is built when your value is felt before, during, and after the sale
How strategic mystery makes your advertising irresistible
Why a fractured brand story is costing you—and what great companies do instead
Why coachable managers are the missing link between your strategy and your results
Strong brands are built on internal clarity, not chaos
How bold leadership builds the foundation for brand growth
Why expanding preference (not loyalty) leads to market share growth
Build customer preference, win market share, and align your team with clarity
Why how you were taught to think impedes creativity
