A Heuristic for Great Brands

Written by David Sherry

It’s not about scale (You start small before you get big).

It’s not about press (It’s irrelevant if there's no substance).

It’s not about getting praise from everyone (you speak to the right people, not everybody).

Great brands all have one thing in common…

“The People Who Need to Know, Know.”

If you’ve figured that out, you’ve done the brave work of making something great for people who care.