“I wish there was a book I could read that would tell me what to do.” (former brand management colleague)
As soon as I heard these words, I knew her days at our company were numbered.
They were, and it was a shame. She was a new, junior marketer with an MBA from one of the best universities, and clearly a bright person. At the same time, though, she was not cut out for the rough and tumble world of brand management, at least not in that company at that time.
One of the most prized business capabilities is being able to think on your feet, to take basic knowledge and principles and to be able to apply them in new and challenging situations. As my former colleague learned, magic instructions rarely exist. Notwithstanding training and coaching, you’ve got to figure it out!
The challenge is how to develop these capabilities.
There’s much good learning from the book Corps Business: The 30 Management Principles of the U.S. Marines (David H. Freedman). It’s an easy read and contains excellent lessons and/or reminders for marketers and business leaders.
Consider this. If you were given an inside opportunity to learn from this company, wouldn’t you want to?
[They] “have specialized in operating under chaotic, fast changing, high-intensity conditions that provide not only little way of knowing what the opposition is going to throw at you but perhaps no way of knowing exactly who the opposition is going to be.”
I’ve previously written about Principle 1, Aim for the 70-Percent Solution: “It’s better to decide quickly on an imperfect plan than to roll out a perfect plan when it’s too late.”
You can learn all 30 principles and more in the book.
In the meantime, I’ve organized 8 Key Nuggets and highlighted 3 More Principles that particularly resonated for me.
1. Keep Getting Better
“No matter how good the Marines get at any aspect of their mission, they never consider themselves to have reached a pinnacle. They always suspect that somehow there’s a better way to do things.”
2. Foster a Climate of Action
“But it does want its people to be bold – that is, to take initiative and, when in doubt, to act rather than mull things over while critical events are unfolding.” Continue reading