Hard workers are not tough to find in the executive suites of today's forest products companies. But as the notable failure at value creation in this industry over the last decade might suggest, working hard by itself isn't enough. Some of the more quantitatively-oriented members of the audience may label the marketing ideas I'm about to discuss as "soft" or "unmeasurable"-- as if that meant "worthless". Conventional wisdom in this industry insists that whatever can't easily be measured has no value. The belief in this industry that marketing results can't be measured is both off-base and, often, a result of a failure of imagination in both the executive suite and the marketing department.
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