The Transcender System™ Overview

Transcender companies win by “Changing the Agenda” or forcing competitors to play their game as shown in the Transcender System graphic. These winning companies take three steps:

1. Create the Agenda
2. Communicate the Agenda
3. Champion the Agenda.

As explained in Brands Don’t Win, there are three ways to Create the Agenda: Competitive Creation, Competitive Re-Creation, and Competitive Categorization. Starbucks, Peloton, and Seedlip represent an established corporation, an emerging company, and an entrepreneurial startup, respectively, that have used the Transcender System to win as illustrated by the following three case study excerpts from Brands Don’t Win.