Condé Nast Furniture Design and Construction for the Interior Designer

Brand strategy gives McDonald's a 27 billion dollar advantage over Burger King. It's important that you understand how this happened, and how it applies to your organization.

A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona's view, and see your products and services from her perspective.

You think you are in control. "You"—your sense of self—your highly developed, amazingly capable conscious mind, housed in the big wrinkly hemispheric thing that we most often associate with the brain: the neocortex—is not really in control as much as it thinks. It's just easier for all of us to carry on with this delusion.