Uganda, March 29 -- Great brands ostracise. You cannot be everything for everyone. If you try to do that, you end up as a mediocre brand. Great brands have some people they make insanely happy, and these people will vouch for them. Then, they also have people they will insanely put off.

Great brands have strong opinions. But you know, you must work hard in order to hold a strong opinion. Often, experience will enable you to hold a strong opinion. Reading a lot, especially reading conflicting things on the same topic also enables you to hold strong opinions.

I hold a strong opinion on culture for example. I say, if you are going to unlock something in a group of more than 3 people, you must unlock the cultural element. Because groups exi...