IKEA, El Bulli, Apple, Bausch& Lomb, Coca-Cola... These are just a few of the brands that have “got it.” Everycompany that really stands out has this “certain something” incommon. That being said, talking aboutsomething that does not have a name is tantamount to allowing that it may notexist. 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 thecapacity 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 befound behind any activity, as mundane as it may seem. Through success storiesthat provide excellent opportunities for learning, the authors help us touncover and communicate our dream and to share it with everyone who, in one wayor another, comes into contact with our company.
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