Table of Contents

CONTENTS

Preface

Acknowledgments

Introduction: It's All About Alignment

OneThe Human Art of Business

TwoThe Business Code

ThreeThe Customer

FourBrand Intention

FiveThe Six Brand Intentions

SixExtraordinary Brand Recipes

SevenAligning the Company and Team

EightDecoding Culture

NineAligning Culture

TenAligning Leadership

ElevenActions for Alignment

Appendix: True Alignment Assessment

Index

About the Author

EDGAR PAPKE is an award-winning speaker, author, facilitator, and executive coach. He has received worldwide recognition for The Business Code(TM), providing a unique approach to organizational alignment, change, and performance.