Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

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Marketing Insights from A to Z

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A business leader’s job is 
“to make meaning”
(John Seely Brown,
chief scientist of Xerox Corporation). The leader needs vision. Vision is
“the art of seeing things invisible”
(Jonathan Swift). Vision is the
ability to conjure up a picture of great opportunities to inspire the em-
ployees and the company’s stakeholders. The vision must burn in the
leader’s breast if it is to ignite a passion in others. At the same time, be
warned that there is a big difference between vision and hallucination.
The leader must be able to gain respect for his vision and as a
person. The followers must believe that the leader is serving them,
that he or she is a 
servant-leader
. Napoleon said that