The Leaders and the Led

There is often tension betwen marketing and other disciplines as the battle to decided how an organisation should be "led" is played out. Should the organisation be true to itself or simply follow the latest research-led finding on audience attitudes? The truth is the two are not mutually exclusive. A successful organisations believes in itself, its values and finds compellingly different and special ways to articulate them - to find fulfilment both for itself and its audience. Its not led, it leads.