Brand is much more than a name or a logo. Brand is everything and everything is brand

When we show people that something is possible that they didn't think was possible it does more than just change things. It changes the way people think about the possibility of things changing. It helps them see that life is not the same day-after day, unsurprising, unending drudgery that so much of life teaches them that it is. And that is a huge contribution to their humanity.

While business advertises, charity is taught to beg. While business motivates with a dollar, charity is told to motivate with guilt. While business takes chances, charity is expected to be cautious. We measure the success of businesses over the long term, but we want our gratification in charity immediately. We are taught that a return on investment should be offered for making consumer goods, but not for making a better world.

People are yearning to be asked to use the full measure of their potential for something they care about.

The next time you're looking at a charity, don't ask about the rate of their overhead; ask about the scale of their dreams - their Apple-, Google-, Amazon-scale dreams - how they measure their progress toward those dreams, and what resources they need to make them come true, regardless of what the overhead is.

We aren't upset when Paramount makes a $200 million movie that flops, but if a charity experiments with a $5 million fundraising event that fails, we call in the attorneys. So charities are petrified of trying bold new revenue-generating endeavors and can't develop the powerful learning curves the for-profit sector can.

You can't know if your values are being violated if you're ambiguous about what they are