Here are the 7 Strata: 1. Words You Own (Mindshare) 2. Sandbox and Brand Promises 3. Brand Promise Guarantee (Catalytic Mechanism) 4. One-PHRASE Strategy (Key to Making Money) 5. Differentiating Activities (3 to 5 Hows) 6. X-Factor (10x – 100x Underlying Advantage) 7. Profit per X (Economic Engine) and BHAG® (10- to 25-year goal)
