The most common mistake is trying to own all eleven—that's how brands end up owning none. Choose the single human truth your brand can most credibly serve today, based on what customers already experience, not what you'd like to be known for. If you're unsure, Step Two settles it: the human truth that keeps surfacing in your customers' own words is almost always the one to build from.

In the chapter “Your Turn,” we set out what you can start today and outline the next five weeks of activities. Can you compress the time? Sure, but make sure you don’t skip Step Two, the customer conversations. These are vital to help uncover the real human truths.

No, it’s useful. A low score isn’t a verdict, it’s a map. The gap between where you are and where you want to be is exactly what this work is for. Find your highest-scoring, highest-traffic touchpoint and make that your priority. But make sure you complete Step Two and Three for a complete picture.

Yes. Use them inside your own company as much as you like, and bring them into client work if you’re a consultant or agency. All I ask is that you don’t resell them as your own product or strip the attribution. Credit the book, and we’re good. You can also order the softcover book in bulk. We offer a discount based on the number of copies you order.

Certainly. You don’t need a research budget or a big sample. We designed Step Two to involve three conversations, not three hundred. Smaller brands often have the advantage here: you’re close enough to your customers to actually hear them, and nimble enough to change a decision the same week you decide to.

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No. The tools won’t give you a finished strategy; they’ll get you to an honest starting point on where to focus your efforts. And if you bring in outside help, you’ll arrive with something most briefs never contain: a clear, customer-grounded view of the human truth your brand actually serves.