chapter 8



I know all too well that even the best strategies can be hard to implement, because of internal processes, misaligned incentives, and organizational structures that are difficult to navigate. And even if you’re successful at overcoming those obstacles, it’s very hard to keep up the momentum. Good leadership certainly helps, but more often than not, the organization will revert to business as usual. And superconsumer strategies are no exception: if you’re not careful and diligent, your plan could sputter.

That’s why it’s imperative to ensure your strategy deeply resonates with your organizational culture. With superconsumers, this is actually straightforward. And this is not just the superconsumers outside your organization ...

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