Pragmatism for business

The Jamesian “cash value” of an idea in business is how it will be operationalized. How will adoption of this idea concretely change behaviors of people, within and without the organization? This approach is most useful in brand strategy (which is, translated to pragmatist language, strategic pluralism) and is best condensed in Michael Porter’s beautiful admonition to compete, not to be best, but to be different.

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