Your score indicates that you are in a position of immense, unrealized potential. Like many successful Duluth businesses, you have a foundation of substance and value, but the story of that value is not yet being communicated strategically. Your current approach likely involves "random acts of content," leading to marketing efforts that feel disconnected from core business goals. This often results in competing on price rather than on your unique narrative, leaving a significant amount of your brand's potential on the table.