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The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

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POWER #1

Tackle Only Big Issues

Your central question:

Am I working on the topics that matter most for the V-Zone?

As a marketing leader, if you want to have influence and help the company grow, be sure that, as far as possible, the only issues you tackle are big. What, though, constitutes a “big issue”?

A “big marketing issue” is a problem that matters a lot both to your customers and to your CEO and top team. Such a “big issue” always sits right inside the V-Zone. And when you’re tackling big issues, your influence as a marketing leader grows.

For an example, let’s look at a big issue from the career of Dee Dutta.

In the past few years, Dee has worked as CMO of top international brands that include Sony and Visa. But he laid the foundation ...

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