Sublime

A brand’s MPen should increase when the brand has reached more category buyer ‘brains’ through:

In every organization, there is a natural tension between the need for expertise and the need to let frontline people make decisions.

By focusing on work no one else was doing, they could create the knowledge, tools, and expertise to become the premier company in the world at presentations.

The more the other side knows about the ZOPA, the less effective anchoring becomes.

beware of mistaking past accomplishments and experience for future potential. Background and talent determine where people start, but character skills shape how far they can climb.

For any business person, "Me too' won't do" feels right intuitively. Action, creation, risk-these lie at the root of invention. Business value does not start with bloodless analytics. Passion, monomania and domain mastery fuel invention and so are central. The compelling continuing contribution of founders demonstrates this. Planning rarely creates

“My job is to work with sort of the Top 100 people,” he said. “That doesn’t mean they’re all vice presidents. Some of them are just key individual contributors. So when a good idea comes…part of my job is to move it around [and]…get ideas moving among that group of 100 people.” Privately Jobs has spoken even more strongly about the Top 100’s

MBOO analysis revealed that the sales reps were systematically destroying value by bidding too low, which increased their chance of winning the business but reduced the profits to the company