An Introduction to Chapter 3

Chapter Three: Principle 2—To Be Compelling Requires a Strategic Point of View

Dear Friends,

This is the first installment of chapter three. The focus is on how to make your business model compelling. It’s not focused on how to make your solution compelling. And, as you will see, it departs dramatically from brand experience orthodoxy.

I am very familiar with brand experience orthodoxy. I helped to popularize the axiom: a brand ma…