“It may be necessary to change our brand, catch phrases, strategy, design, etc. once in awhile. It may give us competitive advantages. But a change that demands the change of the SOUL of who we're doesn't deserve to be entertained.” SoulChangeDesignStrategyBrandCatch PhrasesCompetitive Advantages Book:The 9 Cardinal Building Blocks: For continued success in leadership Source: The 9 Cardinal Building Blocks: For continued success in leadership