Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world's most prominent companies. As a dean of McKinsey's highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for cmo.com, the No. 1 online magazine for marketing leaders. Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association's 2005 Berry-AMA Book Prize. Barwise's articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.
SECTION I Mobilize Your Boss
Power #1 Tackle Only Big Issues 17
Power #2 Deliver Returns, No Matter What 41
Power #3 Work Only with the Best 57
SECTION II Mobilize Your Colleagues
Power #4 Hit the Head and the Heart 65
Power #5 Walk the Halls 73
Power #6 You Go First 85
SECTION III Mobilize Your Team
Power #7 Get the Mix Right 95
Power #8 Cover Them in Trust 115
Power #9 Let the Outcomes Speak 131
SECTION IV Mobilize Yourself
Power #10 Fall in Love with Your World 149
Power #11 Know How You Inspire 169
Power #12 Aim Higher 183
Index 219
