Insight 71 · Brand & Strategy
Why Publishing My Book, "Brand Strategy in Three Steps,"Changed Nothing and Changed Everything
I wasn’t ready. The market wasn’t ready. Now both are starting to be.
The accountability test
Can the decision survive informed questions?
This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.
In brand & strategy, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.
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