chapter 12

Action Plan: Jump into Action

Overview

The novice distributor shares her progress with her mentor and thanks Aesop for his insights. Aesop implies that we must prove the ­effectiveness of our marketing decisions by deeds, not words. Let us learn how to ­implement our marketing decisions.

Latte at starbucks1

Vignettes

Your Mentor Is Proud of You

Two months later the two distributors meet again at Starbucks to enjoy their lattes. The novice gushes about her ­latest achievements and her mentor displays an award that names her as the “Most Valuable Distributor.” They don’t notice that Aesop is looking over their shoulders.

After summarizing ...

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