Kimberly Whitler
Former CMO and Professor of Marketing at UVA's Darden School of Business
Book Recommendations:
Recommended by Kimberly Whitler
“Drew has written a provocative book that at once challenges and inspires B2B marketers to reinvent their roles and impact. Written in an artful, easy-to-read narrative style, Drew's book is a perfect reflection of who he is, challenging the status quo in a way that works. A must read for B2B marketers everywhere.” (from Amazon)
by Drew Neisser·You?
Marketing has become ridiculously complicated, but yours doesn’t have to be. With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as startups and mid-size companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS). These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:Walk through a highly refined discovery process that culminates in finding your brand’s purposeDefine your company’s purpose in eight words or fewerBuild team support for new marketing initiatives while establishing your unique brand story, voice, and designAssemble effective marketing plans that engage employees, inspire customers, and attract new businessDrive perpetual growth by creating a culture with metrics, marketing technology, and experimentation
Recommended by Kimberly Whitler
“In this book, Michael shares his insight about how marketers develop and leverage empathy to help individuals manage difficult people more successfully. This is a problem that nearly everybody will have at some point during their career and so it's well worth reading to be prepared.” (from Amazon)
by Michael Brenner·You?
by Michael Brenner·You?
Are you happy? Like your job?Most people report low engagement and enthusiasm in their careers. And point their finger at a negative work culture, a mean boss… co-worker… or customer. Mean people suck. Some leaders believe that they need to be mean in order to be effective. Their lack of compassion creates negative relationships that lowers performance and profits! Michael Brenner’s Mean People Suck uses real-life experience and proven research to show why instead of blaming others, we can look inside ourselves, and learn how to use empathy to defeat “mean” in every situation. This insightful guide shows leaders, and employees how more emotional communication increases profits and enhances lives. You’ll learn: Why employees are unhappy and the power of empathy to turn things around.How organizational charts disengage employees by neglecting the human element.Why empathy seems counter-intuitive to success.The secrets to a happy, meaningful and impactful career.If you’re ready to enjoy a more gratifying professional and personal life, this book’s stories and proven tips will help get you there – even if Mean People Suck.