As a Brand guy (note capital "B") I ask a lot of questions.
They go to trying to discovering the opportunities available to adjust this equation.
If doing something has a perceived net value less than zero you don't do it.
If it has a perceived net value greater than zero it gets considered relative to it's alternatives.
Everything competes for attention using this formula.
All the activities in your life.
You vs. others applying for the job you're applying for.
You vs. not hiring anyone and just plugging away.
Even the net value of "doing nothing" or "good enough"
Everything.
The brand development process works to make your net value greater by manipulating these three variables. (Perceived benefits, perceived costs, perceived risks)
This is an idea more powerful than mere marketing.
