Most customer insight research goes unread, unvalued, unused. That’s a pity. Time to end the waste.
BY THOMAS BARTA
Buzz can be good. Buzzwords rarely are. PS: if in doubt, try “customers”, “revenue”, “profit”
When people cut your budgets, when people don’t put you on that meeting agenda, the reason is often simple. They don’t believe your work is tackling a big issue.
If you want power in any organization, you must serve both customers AND the company. We call this: working inside the Value Creation Zone. Or V Zone for short.
How to brave? You can—but there’s a trick. Bravery is purpose minus fear.
What is marketing leadership? What matters most for marketers’ business success? Marketing and change leadership skills!
Is your job description right? I bet it’s not. What’s my real job? The answer to this question may not in your job description. It’s in your mind, it’s in your heart
Do you have all the skills you need? The answer is probably no. And that’s ok.
No matter how high you rise, you will always be facing a power gap. Don’t fight it. Set a new goal: Learn to mobilize all the people who can say “no”
When your job the about the future, accept you will always face a trust gap. Don’t be angry. Instead, bring people along. Help them understand why your ideas matter.
In collaboration with The Marketing Society I have produced this new series: The 1 Minute Marketing Leader. I hope you’ll enjoy this!