Every CEO knows transformation depends on momentum.
Few can explain how to create it.
Here’s the equation that changes that:
P (momentum) = M (mass) × V (velocity).
It’s physics.
But it’s also the hidden math of corporate transformation.
Mass is everyone and everything moving together- people, platforms, propositions, priorities.
Velocity is direction- purpose, clarity, alignment.
When both combine, you get momentum.
And momentum, not strategy decks, is what actually shifts a business.
Make P = MV your change equation — with Brand as the catalyst
Brand turns motion into momentum. It’s what gets your mass and velocity working in sync — by giving everyone a shared idea to move around.
- Velocity: Point it toward your purpose — from inside-out to outside-in, from product-centric to customer-centric.
- Mass: Unify scattered efforts – from multiple messages to one brand idea, from siloed initiatives to one coherent story.
Lead with soft power, not a big stick
Transformation is human work. Yet we often manage it like engineering, optimize, rationalize, re-align.
The real differentiator is emotional: inspiring belief, not enforcing compliance.
Your corporate Brand is the instrument of soft power that lets you lead through influence, making people want the change instead of surviving it.
Tell the whole brand story
Most organizations tell fragments of their story, product updates, campaign bursts, financials.
Meanwhile, customers crave coherence.
Your Brand can unify those fragments into a single narrative — one that connects what you stand for, how you create value, and why customers should care. It can power brand growth momentum.
Where to start? Anywhere.
Don’t boil the ocean.
Find one area where P = MV can be applied to brand spark movement, and momentum will become unstoppable
You can start from anywhere but if you like a sequence:
Start with Purpose to set direction
Define the Customer and Reputation must-do’s
Align People and Platform actions
Crystallize your Brand idea to hold it all together
Because once your people move with purpose — and your purpose moves your people —
momentum becomes unstoppable.