I’m reading “Creating Customer Evangelists” by Ben McConnel and Jackie Huba (Customer Evangelists blog RIP) right now. It’s a great book and a lot of world has not fully implemented the powerful lessons of the book.
The chapters on Mark Cuban stand out in regards to the hiring of Matt Fitzgerald as Chief Marketing Maverick: “Instead of selecting a marketing person from the NBA or the sports industry, Mark consciously made a decision to hire someone from outside the industry,” Fitzgerald says. “He believed the NBA marketing community was too in-bred so [Cuban] was looking for a marketing person with a fresh perspective and ideas.”
These concepts when combined with Robert Scoble and Shel Israel’s book, “Naked Conversations” make a powerful foundation for transformation. What is needed is these parts with a dose of change management as these changes are not at all little.