CHALLENGE YOURSELF

18. Challenge yourself

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• Force your brand off its couch by setting it a challenge.
• And don’t make the challenge easy either.
• Select a goal that has never been attempted before.
• And announce it to the world.
• Then go after that goal with determination.
• The pursuit should make a compelling story.
• Even if the brand doesn’t succeed in attaining the goal, it still wins.
• Because a brand that frequently sets the bar higher will be noticed, respected and admired.

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