To get market transition right, we have to answer three questions:
 – Where are we now?
 – Where do we think the potentials are?
 – How do we get there and how will we win?

To answer these questions we have to understand the frictions
in culture and reality which cause the market transition.
 – We have to define the fighting ideas and the elements of these ideas.
 – Because it improves our ability to re-combine the elements of the brand idea…
     – To connect the brand to growth contexts.