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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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3. Rule #1: Refocus the Organization

People need a sense of purpose: They want to know that their work makes a difference. An organization must ask what is the shared sense of purpose, the common direction that will align us all and move us forward together toward a common destination. As Charlie Bell loved to remind us, paraphrasing the Beatle George Harrison, “We know from experience that...when you don’t know where you are going, any road will lead you there.”

The Plan to Win begins with defining the brand purpose. This means answering the question: Where are we going?

Refocusing the organization requires redefining the brand goals, realigning the organization behind a revitalized purpose and promise, and improving financial discipline, ...

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