chapter  12
23 Pages

Making marketing happen

Take time to deliberate, but when the time for action has arrived, stop thinking and go in.

(Napoleon Bonaparte)

This book has tried to avoid quick answers. This choice stems from two truths that are self-evident. First, the world is full of ‘airport books’ that are long on enthusiastic ideas but short on thoughtful analysis. This book seeks to counter that imbalance. Secondly, we face a difficult problem. We are trying to align one complex entity (our company) to another (the market) in the context of imperfect knowledge, changing conditions and intelligent, well-resourced competitors. The naïvety of tackling such a problem in a simplistic way seems obvious. This work that underpins this book has, therefore, attempted to understand and explain, rather than abridge and preach.