“The premise of the book is that certain successful companies use quite a different approach than regular companies. You analyze bigger brands like Apple, Starbucks, or Peloton, and explain to us why is that they were able to change the game and that they don’t play the same game of brand differentiation like most companies do. But rather they play their own game and are able to rise above the competition, which you compare to how politicians conduct their elections. You call these successful companies ‘Transcenders’ and regular ones ‘Traditionalists.’”
