If you think marketing guru Sergio Zyman is a tough guy, you're right. Just ask him and he'll tell you. "I have a reputation for being a rough kind of guy," Zyman writes in this article. "From my
days at Coca-Cola, there is a perception that I am incredibly demanding, that I just 'point and shoot' when it comes to getting done what I think needs to get done. It's 100 percent true. I have a
view that this is the fairest way to deal with whomever you're working with. Business is not simply about ideas, it is about initiatives and strategies, so cut all the niceties that really, in the
end, get you nowhere." Zyman goes on to advise marketing chiefs how they can achieve the goals set out in their original 2006 marketing plans despite obstacles, including what he calls "moving
targets, raw material price fluctuations, international political turmoil, distribution disasters, natural disasters and personal disasters." Zyman says it's all about staying resolved, focused, and
passionate.
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