The Big Idea: How to better communicate an image of the future that draws others in. 
THE BIG IDEA: Strong businesses not only stand for something (core values), they also stand against something (the enemy). 
THE BIG IDEA: In its first 25 years, this cult phenomenon launched three TV series and six films, making billions in the process.
Magic has always been part of the human story: Magic is part of the rituals of shamans; the ancient Egyptian priesthood; Moses worked magic before Pharaoh's court; magic is weaved into to the cosmic chess game of Greek mythology. Magic reconnects us to the experience of wonder. 
THE BIG IDEA: Develop four statements about your business that will solidify your brand in both your industry and your customers’ minds. 
THE BIG IDEA: Data don’t make smarts. 
How well does your business embody your brand?