Rob Frankel: “…the Fourth Dimension, my personal favorite, where the gravitational pull of market forces stretch and shape your brand, producing a relevance your prospects find intriguing. It can be a quality claim. A product attribute. But whatever you choose, it has to be memorable, compelling and powerful enough to grab your prospects by the lapels, lift them off the floor and tell them they’d be complete dolts for choosing anyone other than you for whatever it is you’re selling…”