Harnessing expertise is the key to success

Marketing is the discipline of harnessing ideas, expertise and resources from people around you. Analyse what you’re good at, admit where you suck, and be up front about it. People in general want to help, when you admit you need help. It’s in our nature. If you’ve got a great idea to market your business, don’t dismiss it because you don’t have the skills. Surround yourself with passionate professionals who want to showcase their skills, sow the seed of your idea, and never ever discourage even the wackiest ideas. In a recent campaign for Bank of Queensland in CQ – during discussions with the client, we hit upon a concept to prove value to customers about being human. You don’t just have

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