Leading brands lead because they are far out ahead creating something that has value to the people who need and want it. The people managing those brands are not afraid to dare a little, to make choices, to limit number of features, for example, to go all the way to the edge.
I remember a conversation I had once with the person who was the lead business development for a major agency in New York city. He was talking about an internal project the agency was working on around launching new brands in a competitive marketplace. A few things he said back then stuck with me for years.
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