Mastering Marketing Agility

PART 1PRINCIPLESThe Fertile Soil of Marketing Agility

But a war, a strike for a principle is never a mistake, never odious, never unwise on the part of those who contend for the principle, for the right, for the truth.

ANONYMOUS, THE STATION AGENT, JANUARY 1894

I’LL BE THE FIRST to admit, the detailed processes and practices that form the latter part of this book are a little like the sleek exterior of a sports car. They’re what everybody sees, the things that elicit “oohs” and “aahs” from passersby.

But without a foundation, even the shiniest surface fades. A snazzy sports car with a crappy engine is a major disappointment. Likewise, without shared principles acting as a driving force, even the best-intentioned process stands little chance ...