Beyond what you can observe, powerful and primal brain functions are continuously influencing the behavior of those you lead. 
The Art of Brand Strategy is of vital importance to your business. It is a matter of profitability and loss, a road to either safety or to ruin. 
Becoming belongs to the heights and is full of torment. How can you become if you never are? Therefore you need your bottommost, since therefore you are. But therefore you also need your heights, since there you become.
Here is a cautionary tale: United Airlines stock drops $1.4 Billion after a passenger-removal controversy. 
“Planning is bringing the future into the present so that you can do something about it now.”
Salviati: Now you see how easy it is to understand.
Sagrego: So are all truths, once they are discovered; the point is in being able to discover them.
THE BIG IDEA: To do this, examine what values have guided you, how your leadership role has evolved and how you have shaped the workplace culture. 
“Make no little plans; they have no magic to stir men’s blood.” —attributed to Daniel H. Burnham
The Big Idea: How to better communicate an image of the future that draws others in.