A PARADOX exists in becoming a marketing leader: the more senior you get, the less your time is spent actually doing pure marketing.

Most people in marketing or marketing services tend to find their jobs interesting and enjoyable and consider the question in the headline absurd.

The best advice I ever got… Make sure you are clear, not only on your strategy and tactics, but also your objectives and what you are actually trying to achieve – the ‘why’ - and then communicate this well.

1 Lightning can contain enough energy to boil eight million cups of tea. 2 Wearing a white lab coat helps you perform better in tests.

Winston Fletcher believes that marketing is both misunderstood and undervalued. In this article, he spells out the benefits that marketing provides as the major player at the pivotal interface between supply and demand.