CHAPTER 4
The Lighthouse of Legacy
In the world of marketing, when a consumer won’t try a given brand, the search begins for “barriers to trial.” It might be a bad experience with the brand, too high a price, a desired attribute that’s missing, or many other possible reasons.
When it comes to leaving a legacy at work, there are two barriers to trial. The first is the fact that some people simply don’t think about leaving a legacy at work. They think of legacies solely as a pursuit for one’s life outside of work. The second is the belief that legacies at work are only for those with great stature and resources at their disposal. Boldly restructuring a company to position it for growth? Now that’s a legacy. Developing a game-changing vision for ...
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