CHAPTER 9

Your Brand’s Vision

You’ve flown into a strange city for a conference. It’s quite a distance from the airport to your destination, the Palm Woods Center, but you’re not sweating it. You’ve got a rental car and a GPS. What could possibly go wrong? All you have to do is punch in the name of the conference center and the adventure begins.

At first, everything seems fine. The GPS guides you from the rental counter through the unfamiliar streets. As the turn-by-turn directions take you farther and farther from the airport, however, you begin to suspect that something’s wrong. You’re headed to a conference, but the directions you’ve been given are leading you into an industrial area, and then a postindustrial area with shuttered factory windows ...

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