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18. Challenge Yourself - Deck of Brilliance - Deck of Brilliance
18. Challenge Yourself
18. Challenge Yourself

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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