chapter  8
43 Pages

How great companies make strong marketing strategies

It is the nature of all greatness not to be exact. (Edmund Burke)

It is possible, probable even, that some readers have come straight to this chapter, skipping the previous seven in the hope of saving time and getting the answer in one quick and easy hit. Such a tactic is entirely understandable, given the time pressure we are all under. The pressured reader will gain something from reading this chapter alone, but not everything. Ultimately this book is about creating sustainable competitive advantage, and that phrase is a non sequitur with quick and easy. If the lessons in this book were quick and easy to apply, everyone would do so and it wouldn’t lead to sustainable competitive advantage.