Everything depends on being chosen. Money, profit, subscriptions, likes, shares, referrals: the KPIs we chase are the results of people deciding on your brand over the others.
But each day, new competitors, technologies and influences, are making that choice more complex. Brands need to become chosen by more people, more often — but with fewer resources, faster timelines, and more competitors. And while the end result is business growth, the answer starts with people.