One of the most common myths in the world of branding is that a fresh coat of paint, a snappy new slogan, and a big ad campaign, throw in a refreshed logo can revamp a brand. It’s the story we’ve all been sold.

Some call this transformation.

Well, it is not. It’s just putting lipstick on a pig.

So how can we do better?

How do you give career advice to a 21-year-old, to someone who has at least 45 years of his work life in front of him (think of the world 45 years ago. Computers at work wasn’t even a thing.)?

How do you give advice in a world that is turning upside down every few years?

So I sat down and synthesized the advice. The main goal I want to achieve is for him to get his fair share of the future.

Gibt es eine Welt ohne Google? Ja, denkbar.