Selectively Share Data, Information, and Knowledge

Immediately after that discussion, elaborate on fill in—your skeleton notes. You might do this in your car in the parking lot, at a coffee shop on your way back to the office, or on the plane. Do it before you return to the office while the discussion is fresh in your mind. Furthermore, by the time you get back to the office, other activities and tasks will demand your attention. 

You will observe individuals in the business, government, academic, and volunteer sectors, who are effective in the marketing arena—and some who aren t. Learn from all of them. Reflect on what you see and hear. Table 14.3 summarizes my what works and what doesn t work lessons learned. 

My office in an engineering firm was next to that of a superb, full-time marketer—and that was an education. For example, he introduced me to the tactic of stressing benefits, not features as discussed in this chapter. Another competent marketing professional helped me appreciate the value of asking lots of questions and carefully listening to the answers, including doing so empathetically. 

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