It took over 15 years, and a series of failures as well
as successes. It is the authors' reflections on both failure
and success, and their clear descriptions of the process
they used and insights learnt, that make this book a great
read.
The first half of the book is perhaps the most entertaining,
dealing as it does with the personalities involved and
the early challenges of creating a recognition of the
need for change and some momentum in the right direction.
The later chapters are still a good read, and perhaps
more insightful, in that they deal with the processes
and outcomes in more detail.
A great read for anyone who believes that good marketing
starts from within.
