Jim Stengel, Global Marketing Officer, Procter & Gamble on the Attraction Economy:
If you can create marketing that makes a difference in someone’s life, then that’s the gold standard. To reach that standard you have to be authentic. People really can see through you when you’re not. Consumers care about who is behind brands and products. This is why your values matter. You can’t do something just because you have to grow share by ten points or make your boss happy. You need a deeper sense of purpose and commitment.