It’s a hard time to be in marketing. More depends on the right marketing or your organisation than ever before. But the standard tactics don’t work any more: adverts in the traditional media are easily ignored. Something new is required. A small hint: shouting harder isn’t the solution.

• You become what you are: by giving the example, you can inspire others. By inspiring others, you become very marketable.
  
• Approach people: don’t shout at the masses, but be personal. Don’t show off an image of who you’d like to be, show yourself. Don’t just sell something, but involve others and make sure they feel that you care.