Terrain was founded to bring to life Peter Drucker’s quote: “Because the purpose of business is to create and keep a customer, the business enterprise has two – and only two – basic functions: innovation and marketing. Marketing and innovation produce results; all the rest are costs.”
We take Drucker’s belief as a business axiom, so we are organized around the guiding principle: Don’t have a marketing department, be a marketing organization. This foundation is expressed in two ways – by developing executive teams as marketers and innovators (as Drucker suggests) and by building a strong story-based culture.
Recent Blog Postings
- Moving from what we like to what works
- October 15, 2012
Establishing objective criteria is critical in brand and marketing communications development. Too often, company leadership are guided by – and I would assert blinded by – their own personal preferences. But, in order to talk about objective criteria, we need to make sure we understand each other.
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- It's not about dead football coaches
- July 6, 2012
Inspiration - inspiring others - is a common topic among business leaders but most people don't know what it really means to inspire others or how to do it. Really, what are we doing when we inspire others? Here's a hint: it's not something that a dead football coach can do for you. You - you, yourself - have to do it.
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