How To Lead When You’re Not In Charge: A Manual for Marketers

by Ian Lurie
There are few things more butt-clenchingly aggravating than watching a great set of marketing recommendations decay in a stakeholder’s rubbish heap. It happens to me. A lot. So I ponder the problem. A lot. I figured it out: We’re asked to lead, but we’re not in charge. Stakeholders—internal or external— hire us to provide direction and leadership. They pay a premium for our knowledge.Read the full article