O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

POWER #10

Fall in Love with Your World

Your central question:

How can I inspire others with my expertise?

We’ve emphasized helping the company expand the overlap between customer needs and the company’s own needs (the V-Zone) by mobilizing your boss, colleagues, and team. Expanding that Zone, however, can take time and relentless energy. You’ll only be able to mobilize for the long term if you enjoy what you do—and if others can see your passion.

As a marketing leader, you’re in the inspiration business. Think about it. Your boss can say no to your ideas. Your colleagues can choose to ignore your opinion. Even your team can vote with their feet if they don’t agree with your direction (e.g., work half-heartedly or even leave the company). ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required