CHAPTER 3Brands Under Pressure

As the old saying goes, “You can always tell the pioneers. They’re the ones with the arrows in their backs.” This might not be the most comforting of sayings to some. After all, no one really wants to be the person with a back full of arrows. However, it’s worth noting in this aphorism that when all is said and done, the pioneers do emerge alive and well, arrows or not. The backs of pioneers may very well bear the marks of more difficult times, but nevertheless, they reach their destination intact and ready to fight another day.

And they do so with gumption and temerity. The arrows aren’t signs of weakness; they are badges of honor. The good things both in life and in business don’t—and shouldn’t—come without a ...

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