ABSTRACT
Running a large or small voluntary organisation is very difficult, and arguably more so than running a commercial organisation (Drucker 1990). Effective working needs a philosophy and practical framework for action which is followed by virtually everyone in the organisation. As someone who started out in the commercial world, spent time in local government, but has always felt most at home in the voluntary sector, I take my inspiration from an unlikely and non-politically correct source-marketing in the commercial sector.
