A terrible disappointment given the Aaker name attached to this one. The worst proofreading I’ve ever seen from a professional publisher –– riddled with typos, even on the back cover. The material was not book worthy, highly subjective and extremely padded. Stop telling me what you are about to tell me and just get on with it. Admittedly, I have some subject matter expertise here already, but the book was very surface level and used cliche examples: Amazon, Warby Parker, Apple, etc.