“There is no greater way, in my opinion, of illustrating the power of marketing and particularly its branding component, than through the use of case histories. And this is what Donna Rachelson does so well. She avoids all the clichés and airy-fairy theory that pervades and obfuscates the marketing industry today and just gets right to where the proof of the marketing pudding lies.
What caught my eye in this, her second book, Branding and Marketing YOU through TEAMS, was the chapter on Microsoft Service Management. Unravelling the mystery of what makes someone a team player is a powerful part of this book.
There are some memorable comments from Microsoft Services Management team members that, in my opinion, should be tattooed on the foreheads of modern business managers. “We have an anti-hero approach to what we do.” By that they mean they don’t like someone in the team who positions themselves as the hero of the piece and who tries to attract the credit and take any glory going around, says Rachelson.
I believe that Donna Rachelson’s book should be read, not only by marketers, but by everyone who is in business and wants to know how to make teamwork work.”