As human beings, we all have dreams and aspirations. While many things stand in our way, there is one costly mistake we make repeatedly. We are often doomed from the start because most of us do not understand the difference between a goal and an outcome. It’s a subtle yet profound difference with serious implications. In sports it can be the difference between winning and losing; while in the game of life, it’s often what separates success and failure. While this single insight will not guarantee that you will accomplish all of your dreams, it will bring you the clarity and perspective you need to become the captain of your fate and the master of your destiny.

In this episode, Dr. Leigh George makes a compelling case against using demographic markers or a product-centric approach to try to build inclusive brands. Dr. Leigh George is a marketing provocateur, founder of Freedom--a brand and marketing strategy consultancy--, and one the few people on the planet with a PhD in branding.

Learn more about her un-agency Freedom: https://find-freedom.co/

In this episode we talk image-perception gap-- a concept that is central to our empathy-led branding framework. There's a gap that exists between image-- our internal understanding of our brands-- and perception-- how the brand is actually perceived externally. At grio, we believe that branding is the art and science of closing this image-perception gap.