FEATURE20 March 2017

Knowledge is power

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Becoming a successful marketing leader means looking beyond your own discipline and ‘falling in love with your world’ through customer, product and industry insight, say Patrick Barwise and Thomas Barta in their new book

Power crop

“To help your company expand the V-Zone [the ‘value creation zone’ – where customer and company needs overlap], you must know what customers want, why they want it, and how they decide to buy, ” say Thomas Barta, a former McKinsey partner, and Patrick Barwise, emeritus professor of management and marketing at London Business School. 

“You must also understand what your competitors do, why they do what they do, and how they operate. And, to come up with innovative ways to market products, you need to know what those products are, why they exist, and enough about how they are being made.”

Based on research with chief marketing officers, CEOs, senior marketers and leadership experts, Barta and Barwise have outlined the 12 powers they believe all strong marketing leaders must possess. One of these is ‘falling in love with your world’ – which means understanding customers, products and the industry inside out. 

According to the survey data that ...