Scott and Sydney are talking through another Branding Framework - the Branding Pyramid. This framework builds on the positioning model and “ladders up” to define emotional benefits for customers as well as the “something bigger” that inspires your team.

Links from show: 

• Check out Simon Start with why -- how great leaders inspire action | Simon Sinek | TEDxPugetSound - https://www.youtube.com/watch?v=u4ZoJKF_VuA