Introduction

This book is for all those in marketing who have ever struggled to get something done because they have been waiting for “everything” to come into place. My hope is that this book helps you by giving you a methodology to iterate from and a faster start.

So why listen to me? Over the early part of my career, I read all the market-ing books out there to help me get ahead, like The 22 Immutable Laws of Marketing, Branding, Blink, Ogilvy on Advertising, even Marketing for Dummies, but none prepared me for what many years of hard knocks in the various marketing departments of a Fortune 500 software company would teach me. I started out as a marketing rookie in a business-to-business marketing department, as a temporary worker for $7/hour, ...

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