You’re Renting Your Place in the Market. It’s Time to Own It.
I just got back from a speaking trip in the New York/New Jersey area. And I had one of those moments that just stops you cold. I was standing in the middle of Times Square — surrounded by a wall-to-wall assault of color, sound, and messaging — and it hit me all at once: this is what it costs to be invisible. Every one of those brands lighting up the skyline is paying an enormous premium just to be heard. And most of them? Still not breaking through.









