Udaiyan Jatar, a former Coca-Cola global executive and founder of Blue Earth Network, explains the counterintuitive disciplines that helped small entrepreneurs create iconic brands like Apple, Coca-Cola and Harley-Davidson that eventually "transcended" global culture.

1.Understand human aspirations, not just consumer/customer/stakeholder
motivation

2. Leverage innate empathy to design product experiences, not just products

3. Ride the innovation adoption curve, don't fight it

4. Build a purposeful business model, don't copy market leaders

5. Develop marketing that inspires people to change behavior, don't just
sell your product/service

6. Build a team around purpose, not just skills

7. Champion holistic sustainability, not just shareholders

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx