632 The Marketing Book
this New World trade order, take heed of the
advice of Tom Peters for the managers of
tomorrow:Over the years, we have developed a style
of doing business that is detached, calcu-
lating, dispassionate, analytical, methodo-
logical, dull and hard. My own hypothesis
about tomorrow’s survivors is that they
will be fast, intuitive, opportunistic, hust-
ling, caring, and trusting. Empathising,
cheer leading, emotional, mistake making
and action taking.We often make the mistake of assuming that
there is an explanation for everything, but as
Michael Baker has often stated, marketing is
part art and part science. When we are dealing
with the buying public, we are dealing with
people and so an irrational human element is
ever-present. They, as consumers, are the ones
who will control our commercial future and
survival.
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