Know How You Inspire

Your central question:

As a marketing leader, how can I leverage what makes me tick?

“Know Thyself”*

To repeat: as a marketing leader, you are in the inspiration business. Most of your role is to mobilize a wide range of other people to expand the company’s V-Zone—the overlap between its customers’ and its own needs.

Since you can’t issue orders to your boss and colleagues, or even manage your team through “command and control,” your best bet is to inspire them.

As we saw in the previous chapter, part of that inspiration will come from your knowledge of customers, the market, and products. Another part of your inspiration will simply come from who you are and what you believe in.

Marketers sometimes ask us, ...

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