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“Health care is not failing but succeeding, expensively, and we don't want to pay for it. So the administrations, public and private alike, intervene to cut costs, and herein lies the failure.”
In this sure-to-be-controversial book, leading management thinker Henry Mintzberg turns his attention to reframing the management and organization of health care.
The problem is not management per se but a form of remote-control management detached from the operations yet determined to control them. It reorganizes relentlessly, measures like mad, promotes a heroic form of leadership, favors competition where the need is for cooperation, and pretends that the calling of health care should be managed like a business.
“Management in health care should be about dedicated
and continuous care more than interventionist and episodic cures.”
This professional form of organizing is the source of health care's great strength as well as its debilitating weakness. In its administration, as in its operations, it categorizes whatever it can to apply standardized practices whose results can be measured. When the categories fit, this works wonderfully well. The physician diagnoses appendicitis and operates; some administrator ticks the appropriate box and pays. But what happens when the fit fails—when patients fall outside the categories or across several categories or need to be treated as people beneath the categories or when the managers and professionals pass each other like ships in the night?
To cope with all this, Mintzberg says that we need to reorganize our heads instead of our institutions. He discusses how we can think differently about systems and strategies, sectors and scale, measurement and management, leadership and organization, competition and collaboration.
“Market control of health care is crass, state control is crude, professional control is closed. We need all three—in their place.”
The overall message of Mintzberg's masterful analysis is that care, cure, control, and community have to work together, within health-care institutions and across them, to deliver quantity, quality, and equality simultaneously.
In this sure-to-be-controversial book, leading management thinker Henry Mintzberg turns his attention to reframing the management and organization of health care.
The problem is not management per se but a form of remote-control management detached from the operations yet determined to control them. It reorganizes relentlessly, measures like mad, promotes a heroic form of leadership, favors competition where the need is for cooperation, and pretends that the calling of health care should be managed like a business.
“Management in health care should be about dedicated
and continuous care more than interventionist and episodic cures.”
This professional form of organizing is the source of health care's great strength as well as its debilitating weakness. In its administration, as in its operations, it categorizes whatever it can to apply standardized practices whose results can be measured. When the categories fit, this works wonderfully well. The physician diagnoses appendicitis and operates; some administrator ticks the appropriate box and pays. But what happens when the fit fails—when patients fall outside the categories or across several categories or need to be treated as people beneath the categories or when the managers and professionals pass each other like ships in the night?
To cope with all this, Mintzberg says that we need to reorganize our heads instead of our institutions. He discusses how we can think differently about systems and strategies, sectors and scale, measurement and management, leadership and organization, competition and collaboration.
“Market control of health care is crass, state control is crude, professional control is closed. We need all three—in their place.”
The overall message of Mintzberg's masterful analysis is that care, cure, control, and community have to work together, within health-care institutions and across them, to deliver quantity, quality, and equality simultaneously.
“Health care is not failing but succeeding, expensively, and we don't want to pay for it. So the administrations, public and private alike, intervene to cut costs, and herein lies the failure.”
In this sure-to-be-controversial book, leading management thinker Henry Mintzberg turns his attention to reframing the management and organization of health care.
The problem is not management per se but a form of remote-control management detached from the operations yet determined to control them. It reorganizes relentlessly, measures like mad, promotes a heroic form of leadership, favors competition where the need is for cooperation, and pretends that the calling of health care should be managed like a business.
“Management in health care should be about dedicated
and continuous care more than interventionist and episodic cures.”
This professional form of organizing is the source of health care's great strength as well as its debilitating weakness. In its administration, as in its operations, it categorizes whatever it can to apply standardized practices whose results can be measured. When the categories fit, this works wonderfully well. The physician diagnoses appendicitis and operates; some administrator ticks the appropriate box and pays. But what happens when the fit fails—when patients fall outside the categories or across several categories or need to be treated as people beneath the categories or when the managers and professionals pass each other like ships in the night?
To cope with all this, Mintzberg says that we need to reorganize our heads instead of our institutions. He discusses how we can think differently about systems and strategies, sectors and scale, measurement and management, leadership and organization, competition and collaboration.
“Market control of health care is crass, state control is crude, professional control is closed. We need all three—in their place.”
The overall message of Mintzberg's masterful analysis is that care, cure, control, and community have to work together, within health-care institutions and across them, to deliver quantity, quality, and equality simultaneously.
In this sure-to-be-controversial book, leading management thinker Henry Mintzberg turns his attention to reframing the management and organization of health care.
The problem is not management per se but a form of remote-control management detached from the operations yet determined to control them. It reorganizes relentlessly, measures like mad, promotes a heroic form of leadership, favors competition where the need is for cooperation, and pretends that the calling of health care should be managed like a business.
“Management in health care should be about dedicated
and continuous care more than interventionist and episodic cures.”
This professional form of organizing is the source of health care's great strength as well as its debilitating weakness. In its administration, as in its operations, it categorizes whatever it can to apply standardized practices whose results can be measured. When the categories fit, this works wonderfully well. The physician diagnoses appendicitis and operates; some administrator ticks the appropriate box and pays. But what happens when the fit fails—when patients fall outside the categories or across several categories or need to be treated as people beneath the categories or when the managers and professionals pass each other like ships in the night?
To cope with all this, Mintzberg says that we need to reorganize our heads instead of our institutions. He discusses how we can think differently about systems and strategies, sectors and scale, measurement and management, leadership and organization, competition and collaboration.
“Market control of health care is crass, state control is crude, professional control is closed. We need all three—in their place.”
The overall message of Mintzberg's masterful analysis is that care, cure, control, and community have to work together, within health-care institutions and across them, to deliver quantity, quality, and equality simultaneously.
Management giant Henry Mintzberg turns his attention to health care, arguing that many of the massive issues facing health care stem from the fact that it is not a cohesive system. To heal itself, health care must become less distant and opaque and more engaging and collaborative.
Mintzberg begins in part 1 by confronting myths about health care, including the following:
• We have a system of health care.
• Health-care institutions can be fixed with more heroic leadership.
• The health-care system can be fixed by more administrative engineering.
• The health-care system can be fixed by more categorizing and commodifying to facilitate more calculating.
• The health-care system can be fixed with increased competition.
• Health-care organizations can be fixed by running them more like businesses.
Part 2 examines how health care is organized, in relation to what we know about differentiation, separation, and integration in organizations and systems in general. Mintzberg shows that in health care, the inclination has been to do an awful lot more differentiating than integrating. This has resulted in all sorts of excessive separations: curtains across the specialties, sheets over the patients, and walls and floors between the administrators. The favored form of organizing health care-the professional organization-is the source of its great strength as well as its debilitating weakness.
Part 3 then offers guidelines to reframe the core components of health care: strategy, organization, scale, ownership, management, and the “system” itself. For example, managing has to be about care more than cure, and organizing has to favor communityship over leadership, collaboration over competition.
Mintzberg begins in part 1 by confronting myths about health care, including the following:
• We have a system of health care.
• Health-care institutions can be fixed with more heroic leadership.
• The health-care system can be fixed by more administrative engineering.
• The health-care system can be fixed by more categorizing and commodifying to facilitate more calculating.
• The health-care system can be fixed with increased competition.
• Health-care organizations can be fixed by running them more like businesses.
Part 2 examines how health care is organized, in relation to what we know about differentiation, separation, and integration in organizations and systems in general. Mintzberg shows that in health care, the inclination has been to do an awful lot more differentiating than integrating. This has resulted in all sorts of excessive separations: curtains across the specialties, sheets over the patients, and walls and floors between the administrators. The favored form of organizing health care-the professional organization-is the source of its great strength as well as its debilitating weakness.
Part 3 then offers guidelines to reframe the core components of health care: strategy, organization, scale, ownership, management, and the “system” itself. For example, managing has to be about care more than cure, and organizing has to favor communityship over leadership, collaboration over competition.
As the pace of change in the workplace continues to accelerate, individuals are under more pressure to learn new things than ever before. While most people realize they have more to learn, many have trouble translating that anxious need into purposeful action. Managing Your Own Learning demonstrates how to analyze previous learning, design an action plan for future learning, expand opportunities for learning, and use libraries and the Internet effectively to become a lifelong learner.
James and Adelaide Davis detail seven major ways of learning: learning new skills, learning from presentations, learning to think, learning to solve problems and make decisions, learning in groups, learning through virtual realities, and learning from experience. They also provide useful guidelines for maximizing results by becoming an effective, active participant in learning. They explain, for example, how learning in a group can be enhanced by knowing how a group works and considering factors such as group size, cohesion, task and process behavior, and participant roles, as well as the things that can go wrong in groups, such as conflict and apathy.
For each of the seven ways of learning, the authors tell what is unique about it, how learning actually takes place, and how it can be augmented in each situation. They reveal how the theory behind each way of learning originated, what researchers have learned about it, and what the individual's role is as a participant. And at the end of each chapter, they include a list of ten things that anyone can do to get the most from that particular type of learning.
No matter what our previous experiences with learning may have been, we all must become self-directed learners if we are to succeed in this new era. Managing Your Own Learning provides step-by-step, proven advice on how to succeed in the 21st century workplace by becoming a proactive, goal-directed, perpetual learner.
James and Adelaide Davis detail seven major ways of learning: learning new skills, learning from presentations, learning to think, learning to solve problems and make decisions, learning in groups, learning through virtual realities, and learning from experience. They also provide useful guidelines for maximizing results by becoming an effective, active participant in learning. They explain, for example, how learning in a group can be enhanced by knowing how a group works and considering factors such as group size, cohesion, task and process behavior, and participant roles, as well as the things that can go wrong in groups, such as conflict and apathy.
For each of the seven ways of learning, the authors tell what is unique about it, how learning actually takes place, and how it can be augmented in each situation. They reveal how the theory behind each way of learning originated, what researchers have learned about it, and what the individual's role is as a participant. And at the end of each chapter, they include a list of ten things that anyone can do to get the most from that particular type of learning.
No matter what our previous experiences with learning may have been, we all must become self-directed learners if we are to succeed in this new era. Managing Your Own Learning provides step-by-step, proven advice on how to succeed in the 21st century workplace by becoming a proactive, goal-directed, perpetual learner.
Describes seven major ways of learning and shows how each can best be used to maximize self-directed learning
Provides a step-by-step guide to assessing previous learning and designing an action plan for future learning
Reveals how to expand opportunities for learning and use libraries and the Internet more effectively
As the pace of change in the workplace continues to accelerate, individuals are under more pressure to learn new things than ever before. While most people realize they have more to learn, many have trouble translating that anxious need into purposeful action. Managing Your Own Learning demonstrates how to analyze previous learning, design an action plan for future learning, expand opportunities for learning, and use libraries and the Internet effectively to become a lifelong learner.
James and Adelaide Davis detail seven major ways of learning: learning new skills, learning from presentations, learning to think, learning to solve problems and make decisions, learning in groups, learning through virtual realities, and learning from experience. They also provide useful guidelines for maximizing results by becoming an effective, active participant in learning. They explain, for example, how learning in a group can be enhanced by knowing how a group works and considering factors such as group size, cohesion, task and process behavior, and participant roles, as well as the things that can go wrong in groups, such as conflict and apathy.
For each of the seven ways of learning, the authors tell what is unique about it, how learning actually takes place, and how it can be augmented in each situation. They reveal how the theory behind each way of learning originated, what researchers have learned about it, and what the individual's role is as a participant. And at the end of each chapter, they include a list of ten things that anyone can do to get the most from that particular type of learning.
No matter what our previous experiences with learning may have been, we all must become self-directed learners if we are to succeed in this new era. Managing Your Own Learning provides step-by-step, proven advice on how to succeed in the 21st century workplace by becoming a proactive, goal-directed, perpetual learner.
In today's knowledge-based society, where intellectual capital is an organization's most competitive asset, learning is serious business. Effective Training Strategies offers a comprehensive approach to creating a focused philosophy of learning, choosing the best approach to planning programs and activities, and developing appropriate systems for assessing results.
Davis and Davis describe seven powerful training strategies. They provide a detailed description of each strategy-the well-researched learning theory behind it, illustrative examples of it in practice, its strengths and weaknesses, and side-by-side comparisons showing its appropriate uses-and demonstrate the strategy in action, showing how the facilitator can use it effectively to maximize learning.
Based on well-researched theories of learning, this book is rich in examples from over 65 worldwide leaders-including Eastman Kodak, Motorola, SHARP, United Airlines, Norsk Hydro, ABB Atom, Boeing, TELEBRAS, and the U.S. Air Force.
Davis and Davis describe seven powerful training strategies. They provide a detailed description of each strategy-the well-researched learning theory behind it, illustrative examples of it in practice, its strengths and weaknesses, and side-by-side comparisons showing its appropriate uses-and demonstrate the strategy in action, showing how the facilitator can use it effectively to maximize learning.
Based on well-researched theories of learning, this book is rich in examples from over 65 worldwide leaders-including Eastman Kodak, Motorola, SHARP, United Airlines, Norsk Hydro, ABB Atom, Boeing, TELEBRAS, and the U.S. Air Force.
Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world.
Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.
Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.
Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that “marketing” is not a dirty word-it is key to advancing both the value and values of any business. They offer a thorough and practical guide to selling what you do, without selling-out who you are.
If you want to accomplish what's important to you, discipline and willpower won't get you where you need to go. In this iconoclastic new book, Susan Fowler reveals compelling insights and actions to help you master and maintain your motivation.
Motivation is at the heart of everything you do and everything you want to do but don't. Unfortunately, the ways we typically motivate ourselves don't work. Relying on sheer determination eventually becomes exhausting—it's not sustainable. And even setting goals can backfire—if you're not setting them for the right reasons.
Susan Fowler says motivation is energy, and what matters is the quality, not the quantity. Traditional “motivators” such as fear, guilt, or the promise of a reward provide low-quality, short-term energy. Drawing on the latest empirical research, she proves that high-quality, optimal motivation is a skill that you can learn and apply.
Science tells us that satisfying three basic needs—for choice, connection, and competence—is essential to optimal motivation. You need to feel like you've picked your path, not that you're being driven down it. Your goal should be linked to people or a purpose meaningful to you. And you want to continually learn and grow.
Through practical exercises and eye-opening stories, Fowler shows you how to identify and shift the quality of your motivation. The skill to master your motivation is important—it may be your greatest opportunity to evolve, grow in wisdom, and be the light the world so desperately needs.
Motivation is at the heart of everything you do and everything you want to do but don't. Unfortunately, the ways we typically motivate ourselves don't work. Relying on sheer determination eventually becomes exhausting—it's not sustainable. And even setting goals can backfire—if you're not setting them for the right reasons.
Susan Fowler says motivation is energy, and what matters is the quality, not the quantity. Traditional “motivators” such as fear, guilt, or the promise of a reward provide low-quality, short-term energy. Drawing on the latest empirical research, she proves that high-quality, optimal motivation is a skill that you can learn and apply.
Science tells us that satisfying three basic needs—for choice, connection, and competence—is essential to optimal motivation. You need to feel like you've picked your path, not that you're being driven down it. Your goal should be linked to people or a purpose meaningful to you. And you want to continually learn and grow.
Through practical exercises and eye-opening stories, Fowler shows you how to identify and shift the quality of your motivation. The skill to master your motivation is important—it may be your greatest opportunity to evolve, grow in wisdom, and be the light the world so desperately needs.
If you want to accomplish what's important to you, discipline and willpower won't get you where you need to go. In this iconoclastic new book, Susan Fowler reveals compelling insights and actions to help you master and maintain your motivation.
Motivation is at the heart of everything you do and everything you want to do but don't. Unfortunately, the ways we typically motivate ourselves don't work. Relying on sheer determination eventually becomes exhausting—it's not sustainable. And even setting goals can backfire—if you're not setting them for the right reasons.
Susan Fowler says motivation is energy, and what matters is the quality, not the quantity. Traditional “motivators” such as fear, guilt, or the promise of a reward provide low-quality, short-term energy. Drawing on the latest empirical research, she proves that high-quality, optimal motivation is a skill that you can learn and apply.
Science tells us that satisfying three basic needs—for choice, connection, and competence—is essential to optimal motivation. You need to feel like you've picked your path, not that you're being driven down it. Your goal should be linked to people or a purpose meaningful to you. And you want to continually learn and grow.
Through practical exercises and eye-opening stories, Fowler shows you how to identify and shift the quality of your motivation. The skill to master your motivation is important—it may be your greatest opportunity to evolve, grow in wisdom, and be the light the world so desperately needs.
Motivation is at the heart of everything you do and everything you want to do but don't. Unfortunately, the ways we typically motivate ourselves don't work. Relying on sheer determination eventually becomes exhausting—it's not sustainable. And even setting goals can backfire—if you're not setting them for the right reasons.
Susan Fowler says motivation is energy, and what matters is the quality, not the quantity. Traditional “motivators” such as fear, guilt, or the promise of a reward provide low-quality, short-term energy. Drawing on the latest empirical research, she proves that high-quality, optimal motivation is a skill that you can learn and apply.
Science tells us that satisfying three basic needs—for choice, connection, and competence—is essential to optimal motivation. You need to feel like you've picked your path, not that you're being driven down it. Your goal should be linked to people or a purpose meaningful to you. And you want to continually learn and grow.
Through practical exercises and eye-opening stories, Fowler shows you how to identify and shift the quality of your motivation. The skill to master your motivation is important—it may be your greatest opportunity to evolve, grow in wisdom, and be the light the world so desperately needs.
If you want to accomplish what's important to you, discipline and willpower won't get you where you need to go. In this iconoclastic new book, Susan Fowler reveals compelling insights and actions to help you master and maintain your motivation.
Susan Fowler makes the bold claim that not all motivation is created equal. Too often, workplaces, schools, and home environments set us up for suboptimal motivation-undermining our independence, relationships, and competence. In order to achieve optimal motivation, Fowler asks us to consider three simple scientific truths to help us achieve our goals and flourish:
1. Autonomy: we all need to perceive we have control over what happens in our lives
2. Relatedness: we all need to care about others and feel cared about without ulterior motives
3. Competence: we all need to feel we can meet everyday challenges and learn and grow each day
It's time we awakened to this truth: People don't want to be bored or disengaged. People appreciate meaningful challenges. People want to contribute, feel fulfilled, and grow and learn every day. No matter what our situation-or age-our basic nature is the desire to thrive. People long to experience the competence that comes from growing and learning every day. And now, thanks to the most groundbreaking research in the history of motivation, we know how to promote thriving.
Susan Fowler makes the bold claim that not all motivation is created equal. Too often, workplaces, schools, and home environments set us up for suboptimal motivation-undermining our independence, relationships, and competence. In order to achieve optimal motivation, Fowler asks us to consider three simple scientific truths to help us achieve our goals and flourish:
1. Autonomy: we all need to perceive we have control over what happens in our lives
2. Relatedness: we all need to care about others and feel cared about without ulterior motives
3. Competence: we all need to feel we can meet everyday challenges and learn and grow each day
It's time we awakened to this truth: People don't want to be bored or disengaged. People appreciate meaningful challenges. People want to contribute, feel fulfilled, and grow and learn every day. No matter what our situation-or age-our basic nature is the desire to thrive. People long to experience the competence that comes from growing and learning every day. And now, thanks to the most groundbreaking research in the history of motivation, we know how to promote thriving.
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind changes. You see, Agile has been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, Agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the Agile future of marketing operations, explaining how every role from social media intern to chief marketing officer can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind changes. You see, Agile has been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, Agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the Agile future of marketing operations, explaining how every role from social media intern to chief marketing officer can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
The New Way to Get Noticed
The giant brands that once dominated the media landscape—Oprah, the New York Times, NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.
The giant brands that once dominated the media landscape—Oprah, the New York Times, NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.