Elf Beauty's CEO, Tarang Amin, reframes copying expensive prestige products ('dupes') as a moral duty. He argues it's immoral to charge consumers excessively for products that can be made with equal or better quality for a fraction of the price, especially when many consumers live paycheck to paycheck.

To avoid alienating customers in a politically charged environment, Rivian's CEO aims to "depoliticize electric vehicles." The strategy involves focusing on universal values like "enabling active lifestyles," consciously modeling Nike's success in selling to a broad customer base that transcends political divides.

e.l.f. achieved a workforce that is 76% women and 44% diverse by fostering an open culture, not by implementing quotas. CEO Tarang Amin considers this composition, which mirrors their customer base, their single biggest competitive advantage, proving that authentic representation can be a direct result of company values rather than forced initiatives.

e.l.f. tailors its distribution strategy to each retailer's unique audience without diluting its core brand. For Dollar General, it serves 'beauty deserts' in rural areas, bringing in new cosmetic shoppers. This illustrates how a brand can maintain a consistent identity while adapting its channel strategy to capture entirely different market segments.

Rather than viewing retail partners as mere buyers, Beekman 1802 treated them as strategic consultants. They actively asked for guidance on scaling production, finding labs, and co-manufacturers, leveraging the retailer's expertise and vested interest in their success.

Instead of aligning with pro-police or pro-accountability factions, Axon focused on a universally accepted goal: reducing deaths involving police. This unifying message allowed the company to secure growth across different political administrations, providing a playbook for navigating and thriving in politically charged markets.

Hamdi Ulukaya navigates political divisiveness by collaborating with figures like Ivanka Trump on non-partisan, "timeless truths" such as food waste. This approach seeks common ground on shared human challenges, sidestepping partisan conflict while staying true to company values.

Elf's CEO believes it's immoral to charge consumers inflated prices for beauty products when high-quality, affordable alternatives are possible. This reframes the "dupe" strategy from a competitive tactic to a consumer-centric mission, especially for budget-conscious demographics.

To highlight the lack of diversity on corporate boards, e.l.f. launched a provocative ad campaign titled 'So Many Dicks, So Few of Everyone Else.' The campaign noted that more board members are named Richard, Rick, or Dick than represent entire underserved populations. This bold, humorous approach generated 98% positive sentiment, demonstrating how to tackle serious issues in a culture-shaping way.