Today's nugget from Drayton is about why Marketers should focus on getting cash in the till above all else. Here's probably the best section from the email. It's a story you may have heard about Sergio Zyman, former chief marketing officer of Coca-Cola.
I think this say it all really.
One of his best stories tells how he showed his first Coca-Cola ads in 1993 to his boss Roberto Goizueta, who said, "I don't like those ads." "Look, Roberto," he replied, "If you're willing to buy 100% of the volume worldwide then I'm happy to do the advertising that you like. Otherwise I've got to keep doing it to those damned consumers."