Lesson 9: When pricing, keep in mind that the inherent tension between market share and profitability affects the viability of a new product or business, and these effects are unpredictable in the long-term.
Lesson 10: Brands can be highly irrational, or rational on irrational bases.
Lesson 11: You have to always first understand and then manage others' perceptions of you.
Lesson 12: Just because a particular process runs well or is profitable, it may not be helping the organization overall.
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