The Marketers' Challenge:
Aligning companies for success in the real world
Simon GullifordBarclays Bank PLC
One of the most interesting quotes I have come across is from Gary Hamel's book Competing for the Future. In the first chapter he says, 'The company surrenders tomorrow's business when it gets better without changing.' Often organisations judge success on the basis of financial performance compared with the previous year an outlook that leads to organisations tending to see themselves as the sole architects of that success rather than merely the beneficiaries of favourable conditions in the markets in which they compete....