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    Fully Rounded
    Fully Rounded
    Fully Rounded
    Ebook150 pages1 hour

    Fully Rounded

    By vincenzo carrara

    ()

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    About this ebook

    SPECIALIZED PROFILES PERFORM THE BEST IN A STATIC ENVIRONMENT. ROUNDED PROFILES SURVIVE CHANGE.

    The Future of Work is a very dynamic environment and being specialized or expert on something risks not to be an asset anymore. Nowadays more than ever it is instrumental to keep learning and to round our own professional profile.

    During my career I went through a profound transformation that dramatically helped me adapting to change and becoming a fully rounded business leader.

    The aim of this book is to help you jumpstart the journey from a marketer to a successful business leader. The case studies presented, and some unique and new tools could further help strengthening your profile.

    "Only the most rounded profiles will survive in the new epoch of accelerated change. There is not time to waste. Keep learning and round your profile." – Vincenzo Carrara

    LanguageEnglish
    Publishervincenzo carrara
    Release dateMar 7, 2019
    ISBN9781386366348
    Fully Rounded
    Author

    vincenzo carrara

    Vincenzo Carrara is a top executive with experience in Research and Development, Finance, Marketing and Business Operation who worked in several multinational firms across different regions. He is the author of numerous books and the former owner of the boutique watch company Todd & Marlon. Currently independent consultant, Vincenzo writes about business, self-improvement, fiction, and stories for children.

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      Book preview

      Fully Rounded - vincenzo carrara

      Vincenzo Carrara is a top executive with experience in Research and Development, Finance, Marketing and Business Operation who worked in different regions and multinational firms. He is the author of several books and the owner of the boutique watch company Todd & Marlon. Vincenzo writes about business, self-improvement, fiction and stories for children.

      _________________

      _________________

      FROM MARKETER

      TO BUSINESS LEADER

      VINCENZO CARRARA

      Copyright © 2019 Vincenzo Carrara

      All rights reserved.

      Paperback ISBN-13: 9781798836613

      CONTENT

      "What really decides consumers to buy or not to buy is the content of your advertising, not its form."- David Ogilvy

      Why this Book

      3 Ways to Define Marketing

      Brandability

      Philosophy of Innovation

      Manage the Portfolio

      Problem Solving

      Define Company Culture

      Hire and Maintain

      Manage Failure

      Key Performance Indicators

      Marketing Investment

      Customer Targeting - Valuable Content case

      Anatomy of Advertisement -Fragrance case

      Brand Logo – The Lost Identity case

      How to save a brand in 4 steps - Bialetti Case

      The unnoticed element of success - Missoni case

      Time Management

      INTRODUCTION

      Why this Book

      ────────

      I think that business leaders today have to be more rounded than they used to be, they have to be completely multi-functional and fast-moving. – Stuart Rose

      Why this Book

      I

      am a renaissance man. I grew up studying industrial chemistry and graduating in chemical engineering. I did work as a researcher in the R&D department of a multinational company, but also as finance manager in charge of several businesses and M&As activities, I did publish books on many different topics, founded a watch company and I’m also a marketer though I never studied marketing. Actually, I did spend the bulk of my career working in marketing – I’m a marketer. In my private life I’m a father of two who loves craftmanship and fixing objects and solving problems. I am a man who follows lots of passions, but the reason why I do so many things is also because I believe the more we do, the better we become. Certain people prefer to get specialized in one thing and go in depth in that specific matter. I prefer a fully rounded profile.

      According to Darwin’s Natural Selection theory, animal get specialized depending on their environment. However, the more specialized they are the more sensitive they are to changes in environment. A sudden change on the normal condition might lead to their disappearance. In other words, the most specialized are the ones who can perform better in a specific set, but the less specialized are the ones who can better adapt to change.

      In the book thank you for being late, Thomas Friedman emphasizes how fast the world is changing and how the speed of change is continuously increasing. Nowadays adapting to change might be even more important than in the past. Hence, even if apparently specialization might give an edge, the true strength resides in the ability to adapt to change. In this context, the book who moved my cheese? by Dr Spencer Johnson is another interesting book about the importance of change. 

      During my career my different experiences and passions did help me transition from one type of job into another. I did work for three corporations in four different functions across different geographies and cultures. Without the ability to adapt to change this would have never been possible. But, the reason why I did so many things is not related only to improving my ability to adapt to change.

      My long-term vision was about leading a business and a true business leader must have a fully rounded profile in order to be successful. She/he needs to understand marketing (indeed), but also finance, logistic, legal, human resources ... and lots of more disciplines. The leader must have a fully rounded profile!

      The easiest way to get a fully rounded profile is, obviously, to have first hand experience. This is the reason why in certain companies the development path mandate direct experience is specific functions. For example, in Procter & Gamble a direct experience in both Marketing and Sales is generally required to become a General Manager. But there is not always enough time or the opportunity to make direct experience in all key disciplines, so we need to find alternative ways. In my case, in parallel to my employee job, I founded a company (boutique watchmaking company) that allowed me to learn about the other disciplines. In your case, I believe and hope that this book can help in the process.

      If you are reading this book, then you’re most likely a marketer.  I was a marketer too. I did work on different product categories, I did experience the different marketing angles from global developments to local implementations and I went through the digital revolution. I have witnessed the famous migration from traditional media to mostly/only digital. I have been through the change from push to pull marketing, from just marketing to performance marketing and marketing automation, from mono to multi-channel or omnichannel marketing, from the advertiser to the story teller, and from focusing on the WHO to the WHY. 

      During the past years many things have changed in the context of marketing. Hence, it is now instrumental to define what we mean for marketing and this is what I’m going to cover on the very first chapter. Because marketing is not the same thing for everyone. Different people interpret marketing in different ways. Depending whether academic, employees of big corporations or creators of startups, people tend to assign different meaning and scope to the role of marketing. I’ll offer three different ways to define marketing; three different perspective that complement one another and give a full picture of what I’m talking about.

      Once we clarify what is marketing then we will start exploring a series of territories, from branding to innovation and marketing investment to advertising. They all cover different aspects of marketing that are seldom discussed in other books or that are here covered under a different perspective. But, most importantly, the book covers a series of topic that are not normally found on marketing books. There are chapters about company culture, managing portfolio and even failure. And, you might even find lots of references from the financial world because I believe that a marketer MUST understand financials and data analysis. This is the main point of the book. Nowadays a marketer is a business leader hence she/he must master a series of topics that could help moving from being just a marketer to becoming a fully rounded business leader.

      In the second part of the book you will also find a series of case studies that show how a marketer should approach the business as a true leader in real life cases. Each chapter is meant to be totally independent from the others. Hence, you can just skip through and read only what you believe can add more value to your journey. I only left the case studies at the end because they might require you to read first the other chapters to fully grasp the approach. Finally, you can find a bonus chapter at the end of this book. Because life is not only about work, we need to make sure we manage time at its best. The last chapter is about the hundred tips and techniques you can leverage to manage time in a more effective way hence allocate it to the highest priorities in your life.

      Important disclaimer is that this book is not fully compressive of all the topics and disciplines a marketer needs to master to be a truly effective business leader, but it is a great way to start the journey. Over

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