Businesses and brands are getting it wrong by pivoting everything to what they think their customer wants as it eliminates value, the data is inaccurate, and creates homogeneity. If you really asked the customer what they wanted, they/squo;d be saying to be left alone! Certainly they dongsquo;t really care about brands, they care about the category of product. The customer is not the answer. You need to build brand intelligence instead. How do you do this? You know your business inside out. You embrace what makes you different. These are your vulnerabilities, your weaknesses, your business Big Nose. They are what makes you real, relatable, distinguishable. This book will help you to see your business in a completely different light, and in doing so, revinvent how you present yourself and your business to the world.