A powerful question for brands to answer in 2015: what are you prepared to sacrifice to gain meaning and loyalty with your customer? 

The hardest word to say in business, especially sales, is ‘NO’. In a world of ‘we can do it’, who’s asking the critical questions of whether we ‘should’? Or if the increased sales and delivery distracts our resources away from our core purpose? Truth is, brands can’t be all things to all people – and those that try to be basically stand for nothing.