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  1. Be a championEvery marketing initiative needs a champion, someone who’ll go way beyond any call of duty to make it succeed. No great champion = no great campaign.
  2. Team is allYour team (internal and external), united by you, is what will make this adventure succeed.
  3. The weekly inquisitionYou need to meet or talk weekly (and briefly)to make sure everything is working properly and in a coordinated way. This is truth time. Don’t bury bad news. Tell it and fix it.
  4. Diversity worksYour team needs to be diverse, not just clones of you (however good you are). When you really try to get the best out of a diverse group of people something extraordinary ...

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