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Think Like a Futurist: Know What Changes, What Doesn't, and What's Next by Cecily Sommers

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Chapter Ten

Who Are You?

There are plenty of books that skillfully address specific business subjects, such as organizational behavior, finance, marketing, leadership, entrepreneurship, technology and operations management, among other critical disciplines. Think Like a Futurist doesn't add yet another category to the pile; rather it provides a framework for strategy and innovation that applies to all business functions.

There is one business discipline that directly relates to thinking like a futurist—brand strategy, in that its chief concern is to answer “Who are you?” In fact, a ZoD that is solely focused on defining who you are is, essentially, a branding exercise, which is precisely what this chapter presents.

The field of brand strategy ...

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