CHAPTER 4
The Protagonist
The truth about the protagonist homes in on the real truth about your business or brand today (see figure 4-1). All companies have strengths and weaknesses. What are yours? Are you an underfunded start-up struggling to poke through in a promising new market? Are you a hulking global colossus with plenty of resources but a risk-averse culture? Do you need to open up a new market? Have you been de-positioned by a competitor? What do your customers think about you right now? Are they rabidly loyal fanboys and fangirls, ready to jump to your defense if anyone criticizes you? Or are you a commodity, like air, noticeable mostly only if you were to disappear? And most importantly, where is your future growth going to come from? ...
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