ny discussions
surrounding the
intricacies of
marketing eventually
fall around the theory
that to truly be a
leader, you must
have the courage and
creativity to step outside of the box. Staying in
the box implies playing within the boundaries.
Reshma H. Shah believes it is best if you think
about the theory a little broader. The “box,”
from Shah’s perspective, really is your brand’s
leadership. The person or people pulling the
strings.
Shah, associate professor in the practice of
marketing at the Emory University Goizueta
Business School in Atlanta, says that stepping
or thinking or removing a brand from the
box it was placed in is all about the collective
milkshake 7
FOL
LOW
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THE
HERD
A
Stepping out to stand out
April 2022
