ABSTRACT
This chapter explores what it takes to be a successful marketer. Successful marketers need to be creative to drive sustainable, organic growth – as well as possess the commercial acumen and skills to deliver strong business performance. For some people, 'entrepreneur' is a provocative word, conjuring up images of 'non-conformists' upsetting the natural order of things – challenging the status quo in a way that's neither helpful nor trustworthy. Entrepreneurs primarily achieve success in the marketplace by combining creativity with commercial accountability. Marketers can behave 'entrepreneurially' whether they are working within an established organisation or within a start-up. Success comes from more than just creativity – it involves not only coming up with the idea, but also having the commercial discipline to turn the idea into reality. Savvy marketers combine creativity with commerciality and financial responsibility, to relentlessly work at solving the creative problem and make it an in-market success.
