Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World

Introduction: The End of Legacy as We Know It
Chapter One: Take Leadership Personally"Contribution before Extraction"Tribeca Film Festival
"Opportunities out of Obstacles"Girls Who Code
"Lead, Don't Manage"NYX Cosmetics
Chapter Two: Behave Your Beliefs
"Your Culture is Your Product"The Honest Company
"Deeds Not Words"The Bluebird Cafe
"Empower Your Believers"The Ritz-Carlton Hotel Company
Chapter Three: Let Outsiders In
"Affect Change"(RED)
"Share Your Secrets"San Diego Zoo Global
"Enroll Consumers as Coauthors"It Gets Better Project
Chapter Four: Invent Your Own Game
"Don't Be the Best--Be the Only One"Grey Goose
"Define Your Category (Don't Let It Define You)"The Belmont Stakes
"Ask Smarter Questions"Lexus
Chapter Five: Never Stop Making History
"Don't Just Have a Plan, Stick with It"Toronto Maple Leafs
"Let the Past Inform the Present" The Championships, Wimbledon
"Transcend Generations" Taylor Guitars
Conclusion: The Beginning of Your Legacy in the Making
Index