However, your #9 bothers me, “Staying ahead of changing societal and personal values.” Sure, a marketer can be more successful by staying on top of trends, though I’m uncomfortable of how you frame values as levers of strategy. Sure, you can embrace values to calculate packaging, product ingredients, labeling, messaging and shopping experience. But that’s a framework of calculation and gamesmanship. In our world, we need fewer marketers pursuing strategy and gamesmanship for the purpose of their own advancement. Instead, we need a greater, genuine alignment of personal values with marketer purpose, intentions, behaviors and outcomes. Greater competitiveness and market success will become a by-product of a purpose-driven existence. That’s the fundamental core missing from so many marketers, the people that work within those organizations and the stakeholders whom they interact in the world with: a misalignment of purpose.