We're all guilty of it—when someone asks what we do for a living, we tell them about the products we make or the services we provide. We never tell them what we believe. Unfortunately, business works the same way, and the result is forgettable brands with zero identity. We assume this approach is right because everyone does it. Put simply, we're all wrong. Way wrong. In Stand for Something, Brian Burkhart invites you to break free from the herd and reconnect to the core beliefs that make you stand out. He shares insightful case studies that provide powerful lessons about major brands doing it right, and some that get it all wrong. You'll see how everything is better when you deeply understand what you stand for. Perhaps for the first time, you'll find the right job, your relationships will be enriched, internal alignment and excitement will skyrocket, and the right customers will magically come your way.