Online Spin: The Death Of Command-And-Control Marketing

Consider this idea: Marketing leadership is shifting from command-and-control to cultivate-and-coach. My early business-to-business marketing experiences included heavy-handed dictation of superlative messaging that the organization was expected to follow. It was the norm for many years, and is still very much alive today. But things are changing. I now find marketing leadership to be more an art of humility, affinity and open confrontation of weakness. Instead of instilling forceful brand and messaging objectives, I find that the most effective marketing leadership comes from instilling strong values and good intentions -- up, down and across the organization. Better products and experiences manifest, and more and happier customers follow.