"A 35-word statement can have a substantial impact on a company's success.... Spending the time to develop the few words that truly capture your strategy and that will energize and empower your people will raise the long-term financial performance of your organization."

-- Can You Say What Your Strategy Is? by Collis and Rukstad, Harvard Business Review, Vol.86 No.4, April 2008

"It's a dirty little secret: Most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If they can't, neither can anyone else."

-- Harvard Business Review, April 2008

Interview for GA Business Directory Network

The Branding Beat
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