A teardown takes one brand decision apart so you can learn from it. It is neither a review nor a fan letter. The library's own Case studies follow one fixed order of six questions: what the brand looked like before, what problem it was trying to solve, what it changed, what happened next, why that worked or did not, and what a founder can take from it. Each ends on a verdict of one word, worked, reversed or mixed. The order is there to stop a writer skipping the awkward question, which is nearly always what happened next.
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