A Navigational Code for Brand Growth

Markus Kramer
with Tofig Husein-zadeh

©2017 by Markus Kramer

In a Nutshell

The coming era will be one of radical transparency. For businesses, brands and their leaders, the implications are powerful, albeit perhaps not obvious. How can we create propositions that will thrive in this new post-positioning period of total connectedness?

Building on many years of experience with some of the most inspiring brands in the world, from consumer products to government institutions to charities and tech start-ups, we demonstrate how the application of Purpose Frameworks can create value systems that lead to prosperity at both an organizational and an individual level. We pay particular attention to the luxury sector, in which passion and purpose driven brands have stood the test of time.

Individuals and companies with clarity of purpose are changing the world, bit by bit. The leaders, marketers, entrepreneurs and individuals who understand this will be the positive change-makers of tomorrow. Through a unique blend of philosophical reflection, experience, case-in-points and practical business frameworks, the book uncovers the universal pattern of what makes up this timeless navigational instrument we call the GPS – The Guiding Purpose Strategy.

Positioning & Genre

The renowned business book read by professionals at all levels. It has sold 3.5 million copies and is published in a record-breaking 43 languages.

A contemporary blend of uniqueness and strategy.

The bestseller marketing classic that is as universally relevant today as it was 16 years ago; for organizations and entrepreneurs.

The Target Audience = The Readers

The younger professionals from both the corporate and entrepreneurial worlds, at the beginning or in the middle of their career paths who read empowering business books to get ahead in life.

The mature professional with a high level businessmen acumen who periodically enjoys reading inspirational books for more clarity in thinking and life in general.

The Reading Experience

The book is written in an easy-to-read style whilst avoiding oversimplification in order to respect the readers worldviews. It is conversational, educational yet very readable in language and tonality. The tone of voice is both acoustic and visual which provides a pleasant reading experience regardless of age, cultural or industry specific background.

A unique blend of philosophical reflection meets experience, case-in-points and practical business frameworks, easy enough to adapt and replicate by the reader.

The result is an inspirational read with real world, practical applicability.


Tofig Husein-zadeh

Markus Kramer

About the Authors

Combining strengths and experience, bridging geographic, cultural and generational borders, Markus Kramer and Tofig Husein-zadeh bring a unique perspective on how purpose is the new frontier for competitive advantage in the 21st century.

Markus Kramer advises boards and executives on all aspects of strategic positioning and brand management. Professional experience includes Aston Martin, Harley-Davidson, Asset Management, Real Estate and many more. He is a  Visiting Professor in Strategic Brand Management at Cass Business School (London) and holds degrees from the University of California (Berkeley, USA), an MBA (hons.) from the University of Oxford (UK) and a Certificate on the Future of Commerce from MIT (USA).

Tofig Husein-zadeh is a brand strategist, former HBR (TR) business writer, psychographics researcher, translator and speaker. He studied the effects of mass media on society at Penn State University  (USA). Tofig is originally from Baku.

Stay Up to Date

Sign up for latest thinking and inspiration