APEERLESS“BRANDINSIDE”:THENEWBASISFORANECESSARYVALUE-ADDEDREVOLUTIONTomPeters/11.08.2004TheNewEnterpriseValue-AddedEquation/Mark2005(1)100%“WOWPROJECTS”(NewOrg“DNA”/“TheWork”)+(2)Incredible“TALENT”Transformedinto(3)Entrepreneurial“BRANDYOUs”and(4)Launched