"Every leader needs a filter — a true north — so they know when they're aligned and when they're out of alignment. I call it a brand declaration. And when you have it, it gives you the clarity, the confidence, the conviction to move forward." — Mary Maloney

Most founders can tell you their product roadmap, their ARR targets, and their CAC. Very few can tell you what they actually stand for — in a way that would make someone want to follow them through a hard quarter. Brand strategist and organizational change leader Mary Maloney has spent 30 years fixing that gap, working with executives at companies from Hanes to Mercy Health System to the Center for Creative Leadership.

Her message for scaling execs is equal parts practical and uncomfortable: alignment is the new competitive advantage — and ...