In any scenario involving branding, we must remember the vastness of the landscape, but more importantly, we must not lose sight of our initial purpose. The market will continue to fluctuate, with ups and downs, with or without us. However, accurately mapping our inner selves will ensure that the steps we take to move forward are far more substantial. In the luxury world, these biases may be less evident, but their consequences are often heavier and more dramatic. I’d like to share some notes I made on a fascinating article that reminded me of the importance of looking inward first.