You can do no wrong. Or can you?

Stand-out is the status that everyone tries to achieve and yet so many brands fail to sustain their status. Why do you think that over the years I have worked with so many brands that have lain dormant, desperate to exceed their former glory. They all once had stand-out status and have known the taste of success. However, when in that former glory they were totally unaware that they needed to work on sustaining and increasing their status, instead of just sitting back.

People and brands are so unaware that there will ever be a shift in trends when they are sitting on their thrown, they are oblivious to the fact that times are always changing and so must they. There are only a few giants in this world that operate on a level – as I mentioned in the beginning to this book – where they realize that the way to stay stand-out is to constantly shift and evolve.

Nike and Apple are both pioneers of change, you would never realize it as a consumer but their internal machine is always creating and evolving so that they are ahead of the game and are reinventing to stay at the forefront of their industry – they embrace a life of inner and outer beauty and create a process to always attract the most creative ways of executing that so everyone around them is a part of the experience. They have no problem in going back to the incubator time and time again to always come out on top.

The world is an evolving place and you must evolve also, to create the impossible and never stop. No one is going to drive your brand except you. That is why passion, excitement and commitment have to be the primary drivers of any business – love work and love your brand. Infuse the passion into the brand that will ignite others working on it. Inspire people to create the impossible and generate a leadership quality so that everyone working in the brand feels like they are working on the brand.