3. Higher Sense of Urgency:
    - communication is key to making change effective and dynamic.
    - weekly business summaries based on the new goals and direction.
    - the numbers should be connected to the strategy.
    - every function and every employee pointing in the same direction

4. Be Strategically Extreme
    - back up your strategies and ensure that they are complete
    - execution is the just the basics
    - follow-up and measure
    - observe execution at all levels.
    - re-group and have the teams that delivered the plan manage its execution
    - tie rewards to the execution of the plan across the board

5. Developing a GAP analysis
    - if you don’t have a road map there will be no improvement!
    - precise strategic initiatives with sales targets tied to each.
    - an operating plan behind each initiative to deliver the desired outcome.
    - be certain of what you put on paper and that it can be delivered.
    - have the ability internally to explain variances to the planned initiatives

6. Introduction of the right financial models
    - a strategic profit model that fits the organization
    - become data driven looking for opportunities to improve
    - never sacrifice customer service
    - the CFO and CIO should be looking for ways to reduce overhead and
      deliver value to their shareholders and retail customers
    - define the real drivers behind productivity improvements 

7. Launching a new marketing platform
    - its about driving traffic and transactions…otherwise don’t do it.
    - its not about price…price is a reflection of the value you deliver.
    - it’s about the Brand Values…how do you bring them to life?
    - Brand Values need to be easy to deliver.
    - your CMO needs to be a head of the curve on the market’s performance and
       trends (not their own assumptions)

8. Product and Design Teams
    - introduce products that compliment your brand
    - innovation at the heart of their focus
    - be first in the market with trends and new products
    - in tougher times affordable and accessible
    - in better times do more of the same

9. Brand Training
    - it’s about service that sells….your sales team are your brand ambassadors.
    - share knowledge that helps understand why customers choose your brand.
    - brand training is measured by the sales it delivers and customers you retain.
    - teach the organization the drivers behind your desired brand DNA
    - training is orchestrated and linked as a critical functional member to
      deliver strategic development.

10. Human Resource Branding
    - the DNA of the brand needs to be lived in the front lines
    - recruitment must have a balance between sales skills and service behaviours
    - the internal DNA of the back office needs to be front line service oriented

11. Sales Events Don’t Build Brands
    -  they are a necessary evil, however they should be planned versus everyday
    - create a proposition where value is seen and appreciated
    - customers need to feel great about their purchase and the associated service
    - diminish buyer remorse

12.  Be the Brand
     - every executive on your team needs to live and breathe the brand
     - the strategies are a part of their life
     - remove pacifists from the team who don’t see the big picture
     - change the titles of the people in your field operations to “brand leaders”
 .  Exec-Guy