What's revealed in these arrangements is striking: a belief that, once you've hired someone, you have bought the power to control their future when they work for you -- even after they've quit. In other words, you own them.
A brand is essentially the one sentence people say about you behind your back. This practical "street" definition based on actual human interaction applies equally well to people, products, and companies.
Have you ever thought how much power just one word has with your potential customers? There are many companies that have developed and strengthened their global presence significantly by choosing to take ownership of just one word.
Walter Isaacson wrote that Steve Jobs' favorite words were "revolutionary" and "incredible;" it seems unlikely that Tim Cook uses these with any frequency. And because of that, Apple is no longer Picasso, or Dylan, or Jobs.
At the moment, Google is hard at work to make our lives easier, more connected and rather enjoyable. This has always been a company with a proclivity towards the human touch to keep its customers smiling.
Strategy applies equally well to both business and our individual lives. Research indicates that most businesses fail to hit their goals due to poor strategic planning. It is the No. 1 reason for business failure.