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Think Big and Act Small

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Think Big and Act Small

99U,

5 分钟阅读
5 个要点速记
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If you can sell an island accessible only by boat to cynical New Yorkers, you can teach marketing.

Editorial Rating

7

Qualities

  • Applicable

Recommendation

Leslie Koch, a marketer and former CEO of the Fund for Public Schools, is in charge of selling Governors Island to New Yorkers. She espouses the importance of five basic marketing principles. Her intelligence and humor, coupled with down-to-earth practicality, reveal her passion for her job and her commitment to effective marketing. If you would like a clear, useful introduction to marketing, getAbstract recommends this video.

Summary

Governors Island is an abandoned military base off the coast of Manhattan. In 2003, the US federal government sold Governors Island to the city and state of New York. When Leslie Koch, president of the Governors Island Preservation and Education Corporation (GIPEC), was responsible for marketing the island, she drew lessons from her early career at Microsoft, where she had learned five valuable lessons that are applicable to selling any product or service. Though few marketing professionals follow these elementary tenets, everyone should.

  1. “Listen and ask the right questions” – Marketers get so caught up...

About the Speaker

Leslie Koch is president of the Governors Island Preservation and Education Corporation (GIPEC).

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