New book: “The Phoenix Effect”
An executive’s guide to innovation management and marketing
Imagine: You’re the head of marketing in a major software company. Your colleagues in sales are eager for a chance to share and discuss ideas with your customers’ heads of IT. What do you do?
Easy: Invite all the IT heads from Europe’s best-known companies to a meeting with your company’s top-level management. You’re thinking: It would never work. And you’re probably right – unless, of course, you were to invite them to an IT Vision Tour with Bill Gates. That’s just what I did – and succeeded in taking 20 senior European IT heads on a five-day journey to the United States.
Besides numerous compelling project examples like this, my book spotlights various methods that heads of marketing and their teams can use to come up with smart, innovative ideas and win the buy-in of company execs, co-workers and outside partners – even without big budgets or lots of resources.