During Blogworld Expo in Los Angeles, I was given the opportunity to interview Jim Farley, Ford's Group Vice President, Global Marketing, Sales and Service live on stage. The discussion was focused on a powerful theme, putting your brand in the hands of customers. Certainly for any business, large and small, the idea of empowering customers to shape and steer your brand can be perceived as both frightening and dangerous. But here, Farley brings a refreshing perspective on why businesses, including Ford, need to engage customers in a more human and genuine manner. He looks beyond marketing to bring executives, employees and customers together in building a stronger brand, more relevant products and services, and investing in meaningful relationships to ultimately create a remarkable business...a business that matters beyond its goods.
"My responsibility is to teach the organization something they're not willing to learn. If I get fired because of it or if I don't fit, I should not have been there any way. We live in a new paradigm...with a new opportunity." - Jim Farley
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