I only skimmed, and I was expecting a treaty on how "brand" is the new currency, but instead the thesis is the opposite:

> ... Is there some edifying lesson we can salvage from the wreckage? ... One obvious lesson is to stay away from brand. ... Sure, you might be able to make money this way ... but pushing people's brand buttons is just not a good problem to work on ...

> Go where interesting problems are, and you'll probably find that other smart and ambitious people have turned up there too. And later they'll look back on what you did together and call it a golden age.