IKEA, El Bulli, Apple, Bausch
& Lomb, Coca-Cola... These are just a few of the brands that have “got it.” Every
company that really stands out has this “certain something” in
common. That being said, talking about
something that does not have a name is tantamount to allowing that it may not
exist. For this reason, the authors have named it; they call it a dream. Today,
a company can only truly stand out if it has a dream – a shared dream with the
capacity to touch us all. The potential of a dream has no limits, and …
IKEA, El Bulli, Apple, Bausch
& Lomb, Coca-Cola... These are just a few of the brands that have “got it.” Every
company that really stands out has this “certain something” in
common. That being said, talking about
something that does not have a name is tantamount to allowing that it may not
exist. For this reason, the authors have named it; they call it a dream. Today,
a company can only truly stand out if it has a dream – a shared dream with the
capacity to touch us all. The potential of a dream has no limits, and any brand
– as small as it may be – can stand out by chasing its dream. A dream can be
found behind any activity, as mundane as it may seem. Through success stories
that provide excellent opportunities for learning, the authors help us to
uncover and communicate our dream and to share it with everyone who, in one way
or another, comes into contact with our company.
