POWER #3

Work Only with the Best

Your central question:

Who are the best—and how can I work with them?

The way Steve Jobs led would, for many marketing leaders, be the fastest possible way out the company door. Jobs reinvented industries and changed how many of us work, listen to music, communicate, and so on. Yet he was described as hierarchical, aggressive, bullying, and intimidating—traits that, as our research shows, won’t get you far as a marketing leader in a twenty-first-century organization.

But Jobs did a few things exceptionally well. One of these was that he spared no effort to find and work with the best people in their fields, no matter where they were—starting with brilliant computer engineer and Apple cofounder, Steve Wozniak. ...

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