Influences I
18th July 2006 by Lorenzo Sierra, ABC
Every time I go to the barber, I see more and more gray hair falling to the floor.
Yes, I am becoming a “senior” communicator. The best part of being a senior is that younger communication professionals think I know what the heck I am doing. I am sometimes asked about my professional influences.
Throughout the course of my participation in this blog, I beg your indulgence in sharing with you some of my influences. Obviously, many of my influences are the type of professionals you see at the IABC International Conference.
However, many of my marketing communication influences are not from the marketing communication arena. One business book that has influenced the way I approach marketing communication is Good to Great by Jim Collins. This book shows, empirically, how featured companies have achieved sustained greatness.
Look through the table of contents and check out the index. You will not see the words marketing or communication. Yet this book has greatly shaped the way I approach marketing communication.
One way to better understand your organisation’s leadership is to take note of which books are influencing their business strategies. This will help you align your marketing communication efforts. And if you have not done so, I strongly recommend Good to Great.