A fresh new voice in inspiration for business professionals, You Do You takes competitive strategy into the 21st century. Combining insights from analytical psychology and recent sociological transformations, the writers create a compelling case for a counterintuitive approach: turning your focus inward to become a better brand for your consumer. In irresistibly persuasive language Nele Pieters and Stephanie Duval build on the foundation of competitive strategy as it has been developed over the past few decades, and they are the first to add an original new dimension in almost twenty years. Challenging the reader’s assumptions in a playful manner, they follow up with sound and reassuring advice that enables brands to make better choices. If your brand is spending all of its resources on fighting off the competition, the solution is not to develop better tactics – it’s to develop a better strategy. By letting go of the urge to please everyone and developing a consistent identity with a razor-sharp focus, brands will become irresistible to the consumers who matter and will achieve a meaningful state of connectedness with them.Serial entrepreneurs Nele Pieters and Stephanie Duval founded strategic consultancy RPPRT to help other businesses and organisations secure a competitive position in today’s market. They created the Community Brand Method as a more evolved and relevant way to determine said positioning in a world where consumers long to belong and look for brands that support their identity.