If you do not stand for something unique, authentic and intrinsically yours, then you will likely spend valuable time and dollars trying to hitch a ride with a fierce and extrovert leader who is not invested in your success, only the pay cheque.

Demand creation is nothing unless there is also access to the product…

In the Sports industry, it has felt like most investment has been in short-term Painkillers designed to meet the latest commercial opportunity or marketing trends.