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fold is an attitude of mind but its measured by how you behave and as were emerging it seems from this recession i think what were going to see is those organizations that have a clear sense of who they are a clear sense of their brand a clear sense of their purpose thriving and surviving and this presentation today really is about some of those organizations some of those brands that we believe andy milligan and i my co-author who are brave who are innovative and who are doing some things in a different way a great example of this is audi audi recently declared their first half year profit for 2009 a mere 823 million euros in a year when general motors went bankrupt and more recently so has saab a credibly successful organization their profits have increased their earnings have increased 700 percent since 2001. why well i think one of the reasons for it is that theyve got a really clear sense of what this brand is all about theyve got a really good clear sense of their strategy a
