8. The Collaborative Three-Box Model: Box 2—Define the Global Brand Plan to Win
Down the Rock Island Line, she’s a mighty good road
Rock Island Line, it’s the road to ride
Rock Island Line, it’s a mighty good road
Well if you ride it, you got to ride it, like you find it
Get your ticket at the station for the Rock Island Line1
—Songwriter unknown
On May 10, 1869, the “Golden Spike” opened the first U.S. transcontinental railroad linking Council Bluffs, Iowa, with San Francisco, California. Three private companies worked on three separate sections, now all connected. This opened the Western part of the country to more trade and the gold mines of Sutter’s Mill. Although every company “won” getting to this spectacular moment, the country won as ...
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