?Luis Gallardo expertly guides the reader in understanding the complexity of today?s corporate world and lucidly highlights what the roads to successfu and high performance leadership involve. The author?s broad views, based on his solid knowledge as a longstanding business expert, make his book a must read for all leaders. He has made a unique and critical contribution to both the theory and practice of leadership.? George Kohlrieser Professor of Leadership and Organizational Behavior at IMD and internationally bestselling author of Hostage at the Table and Care to Dare ?Building high-performing brands in today?s ever changing world becomes a huge task for global brands. Luis Gallardo has been able to develop and explain a really helpful and powerful framework to foster winning multinational businesses. A must read!? Alfredo Gangotena Global CMO, MasterCard Worldwide ?Luis Gallardo has a rare and special understanding of how successful brands are built. He combines deep understanding of business issues with practical, action-oriented, yet highly creative strategies that bring transformational results. This book is essential reading for anyone looking to make headway in today?s business world.? Jim Prior CEO, The Partners