The New Five P’s

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  1. Purpose. Brands must have a high-level, greater-good mission.
  2. Passion. It’s better to be loved by a few than liked by many.
  3. Personality. Your brand needs an “attitude.”
  4. Precision. Target the “fanatics,” usually less than 1% of the population.
  5. Pace. Get into market fast on a small scale, learn and adjust as you go.