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Sometimes the behavior of an organization is driven by the undocumented DNA of its culture. In other cases, the leadership makes it crystal clear that the company’s purpose is supported by the brand’s promise to its customers and the marketplace at large. A great example of this is Amazon’s pledge to be “customer-obsessed vs. competitor obsessed.” This first question frames up, perhaps in an even more self-reflective manner, what attribute best describes and drives the culture of their respective organizations.

Being marketing-driven comes in dead last! Readers can infer this in a variety of ways. In one camp, it could be argued that it is encouraging that marketers are more “outside-in,” and thus centered on the customer. Another perspective could be that the responders are still challenged to demonstrate marketing’s value or contribution.”