4. Branding: Here, Thompson begins with a bible verse he finds interesting, 2nd Timothy 2:22 , “Run away from the evil things that young people long for, try HARD to do what is right. Have faith, love and peace. Do these things together with those who call on the lord from a pure heart”. But he would rather paraphrase the last part as "do these things together with those who are innocent" as he has found out the first trait of an innocent person is rarity of judgement.
Humanity is already divided into many categories – ethnically, racially, economically, educationally, socially, geographically, and so, in Thompson's opinion, showing compassion is perceived a higher quality than being hostile because by our programming, humans are consciously or unconsciously always erecting artificial barriers.
If somebody walks up to you now and ask; how can I identify you? Majority of people will give answers that are basically superficial, subjects that holds meaning to them according to certain borrowed values and morals with no substantial historical preservation or connection as practiced by a particular family unit, a group or a community. Judging from the vagueness of these responses the authenticity of a persons identity becomes largely questionable. The 17k Strategy proceeds to highlight, that in this age and time when the world is washed afloat with change leaders, giving any room for one's brand to be second-guessed is enough proof that they are unfit to lead others or compel others to prioritize their services.
Thompson sighted an example with Virgil Abloh’s Off-White Flagship after his passing. Big enough was the flagship right, and luxury followed due to his history of working for and collaborating with big names and brands. In his research preparing this text, he discovered that inasmuch as Virgil had an attention catching idea that was making its way to the top of a particular culture, he worked very little on the generational framework to keep the trademark alive as a precaution for the unpredictability of the always swinging life's pendulum. History delineates, the messiah Jesus only lived for 33 years, but he was wise enough to not let momentary gratification sway him from picking 12 worthy partners to collaborate with to make concrete his gift of a generational brand. The honorable teacher Jim Rohn said, work harder on yourself than you do on your job, conversely, the 17k Strategy says, work harder on modeling the systems that will sustain your brand/ identity than you do on the aspects of your branding that brings short-term benefits.
Let us address the more important part, it usually takes a while before a person refines themselves and become impeccable in the areas where their expertise in the form of a service will be best delivered and in return, appreciated. As one of my favorite minister back in the days and I still listen to, Pst. Chris Delvan Gwamna, a Christian gospel minister puts it-he said “worship is like a river flowing from everlasting to everlasting, but from generation to generation the universe randomly gives men straws to pipe down this atmosphere of worship. Now, contrasted to the subject of our dialect the 17k Strategy warns that a person is entering into corruption the moment they cannot identify the value of structure be it physical or psychological once they discover they have been honored with an idea that can potentially become a generational brand.