The authors clearly show how they have taken the time and gone deep into their subject, then sensibly condense the material and tell how the PEAK system works with a light touch. The technique of illustrating to the reader through well-known characters from the television show Friends, aptly demonstrates quadrant technology.
The How to Brand Anything Offer Elevator provides a new access to thoughts, ideas, projects, talent and teamwork: it provides leverage beyond reason by appealing to the unconscious within each one of us, and so taps into the popular gestalt.
Most people believe that they are doing their best in life, don’t you? But seriously, one only has to view Elon Musk’s accomplishments (and schedule: planned in 5-minute increments from the moment his head lifts off his pillow at 7 am until wee hours). Musk is running two 100-hour work weeks at two different billion-dollar companies he invented plus spending time with family, on life, including exercise and travel. Musk’s offer seems to be: here is my best, what can you do; what do you have to offer?
The fact that there is an infinite number of story variations is quite beside the point: the total number of fundamental stories exhibited by successful brands is just seven. This means that all successful brands fundamentally employ just one of seven archetypal behaviors in their design.
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