Chapter 11. Find Your Target
Instead of arguing about how to fix the business—the how—beginning with the Top Box enables you to build a foundation of consensus around the what: an overarching objective that will rally the team and set a marker for success. Quantifying the Top Box, and coming to agreement on its importance, is a vital first step.
But it's still not time to focus on the how. Consensus is a fragile thing, and if you start trying to fix things too quickly, you'll end up right where you began, unsure about which strategies and tactics to pursue. There is still more foundation to be laid. And the marketing equation begins with neither what nor how. It begins with who.
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