INTRODUCTION

WHAT IF?

Adventure may hurt, but monotony will kill you.

—AUTHOR UNKNOWN

WHAT IF? THAT is the question you need to ask and answer—multiple times every single day. The solution to every problem begins with this question.

The best marketers don’t ask either/or questions. They don’t seek answers to questions such as: “Transactions or relationships?” “High touch or high tech?” “Purpose or profit?” “Size or speed?” There is no doubt that we all must make difficult choices in executing brand strategy. But it’s no longer about giving up something that is important to you and your customers. In many cases, asking “What if?” helps you find new ways to navigate an ill-defined obstacle course.

TOUGH MUDDER: AN OBSTACLE COURSE FOR DECISION MAKING ...

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