Successful companies tell a clear story not just through their marketing, but through their products and services as well, writes Ty Montague. CEOs are too often passing off storytelling duties onto CMOs -- "an impossible job" if product development and customer service is out of their control. CEOs should instead "[m]ake understanding and telling your company's story both a shared responsibility across the whole organization and a core value of the company. ... You might find that your CMO lasts longer as well," Montague writes.

Related Summaries