1-Habits of Mind

“One of the best tools for a company competing in a category where there is one ubiquitous dominant force is to become the exact opposite of the competition. In the case of Peet’s, it has become the anti-Starbucks, and that’s a good position to be in. The worst place to be in is on top, because it tends to breed complacency and the fear of innovation.“ Steven Addis, CEO, Addis Creson, a business, brand, and design consulting firm in Berkeley, CA | East Bay Business Times, 6-12 June 2008