We should aspire to the standard that Bono spoke of - brands that talk, like they walk, like they perform, in which everything adds up. Want to find your brand’s true, compelling superpower, the true source of its value and magnetism in the world? Then strip it all back to just that, and that alone. Be the heartless truncator, the merciless editor, and take a scythe to the unwanted and unnecessary acres of fluff and bullshit.