P. T. Barnum’s Most Famous Attraction My first job at NCR Corporation was in Product Marketing, which encompasses marketing strategy, marketing communications, and sales support in the form of competition information. Yawn. But my career began with an immediate crisis. When I was taking stock of what I had to work with, I tried to find my division marketing strategy. There wasn’t one. Well, there was, but it wasn’t a strategy; it was a simple directive. Pursue major accounts. Period. So I wrote a marketing strategy document and showed it to the smartest guy I knew at NCR, the one-man band who gave Executive Briefings to targeted major account decision makers. He shook his head at me. “It’s great,” he told me. “But there’s nobody to show it to. Not your boss, not his boss, and not the Director of Marketing. He doesn’t give this kind of stuff the time of day.” Oh. We talked. He got more enthusiastic. “What might work is sending it directly to our real boss, the Division VP. Y...
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