Honing Your Marketing Skills

Some important skills are involved in doing good marketing. For example,
you need to do market research to find out what customers want and how
to sell better than your competitors do. And communicating well is obvi-
ously important in marketing, so I cover writing in this part as well. The star
of this section is that secret ingredient that transforms ordinary marketing
into the stuff of brilliant breakthroughs: creativity. I include a chapter that
shares many of the techniques and tools from my firm’s corporate creativity
workshops to help you make sure that you get that special leverage that only
creativity can provide.