As business and life become more complex, companies are losing their ability to keep up by following their present practices. This delta, the growing distance between the complexity of business practices and present practices, is the zone where Brand U’s excel. This zone is where the organizational pain is highest and is where Brand U’s have the greatest opportunity and potential to add organizational, customer and personal value.
This logic also applies to us whether we are Brand U employees or self-employed Brand U professionals. Brand U’s gravitate to the deltas and provide much-needed products and services at a premium price.[i]
[i] I’m indebted to Dick Foster for allowing me to use the ideas in the adjacent figure.