chapter  3
22 Pages

Offensive Vision and Attitudes: The “O” of POISE

Offensive Marketing begins with vision and attitudes. The vision of the Offensive Marketer is analogous to the vision needed by the classic Jaguar owner: to drive a classic Jaguar you need to keep one eye on the road, one eye on the oil gage, and a case of oil in the trunk (in case you develop a sudden oil leak). An Offensive Marketer needs to keep one eye on the market and competition, one on the organization and its ability to deliver unique value, and reserves that can be called on quickly to maintain the company’s competitive edge.