By the former Chief Marketing Officer of Walmart, Paul Higham
I suspect that most 13-year-olds are curious about their futureâI know I was. One day, my mother brought home a little black and yellow hard-backed book called Careers (Iâm not entirely sure of the title, as this was nearly 50 years ago). I found a quiet place and devoured the book. 
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: 2017 is here. It's time to think on, plan for, mitigate against, and dream about what your customers will need, want and LOVE in the year ahead. Last week, we wrote about the power of the individual customers to transform your business. The intensely-devoted customers we highlightedâthe Brand Loversâseek out like-minded individuals to form brand communities. These groups become close-knit with ties that resemble familyâor in modern parlance: they become framily. Hereâs a...
Simply stated, the point is that one does not have to be like certain people in order to understand them, but he does have to understand them in certain respects in order to rally them.
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: Data donât make smarts. 
How well does your business embody your brand?