In order to win in this next decade, where Millennials will rule the household and the C-suite, American brands will need to decide:

• Am I value OR am I luxury?

• Am I a utility that helps my customer save time/money OR am I providing an experience valuable enough to look past Amazon for?

There are four quadrants to play in and it's my belief that if your brand doesn't fit in any, you are unlikely to thrive the next decade.