The fourth and final element of your marketing strategy is … - Gino Wickman

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The fourth and final element of your marketing strategy is your guarantee. Think of what Federal Express did with overnight delivery: “When it absolutely, positively has to be there overnight.

Gino Wickman

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Ben Horowitz Patrick Lencioni Michael Gerber Jason Fried Josh Kaufman

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Each of your departmental heads should be better than you in his or her respective position.

STEP 1: IDENTIFY Clearly identify the real issue, because the stated problem is rarely the real one. The underlying issue is always a few layers down. Most of the time, the stated problem is a symptom of the real issue, so you must find the root of the matter. By batting the issue back and forth, you will reach the true cause.

Measuring and sharing the numbers creates transparency and visibility, and makes us all feel like we’re contributing to the big picture.

The fourth and final element of your marketing strategy is your guarantee. Think of what Federal Express did with overnight delivery: “When it absolu… - Gino Wickman

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