Michel Hogan, Brand Counsel, and author of "The Unheroic Work" generously teaches a masterclass on branding, marketing, values, integrity.

We cover the myth of excellence, the difference between expectations and experiences, lessons from her book and why she wrote it, not starting with Why, values misused as a promotional tool, and how values can flip and become a liability.

I'm on my second reading of her book, I've shared it with many, and if you're anywhere near your customer and their experience, you need to read it.

"You are the promises you keep."