Today I had the opportunity to read and share a new presentation by John Willshire. Wow ! I can’t explain why is it I feel this way after reading John’s thoughts. As it doesn’t happen for the first time, I can exclude surprise. There is something more about it ! So inspiring ! And once again, I’ll have to rethink many of marketing concepts that I share with students or even clients. One thing is that not only it changes my personal vision but also the direction to follow, the way I look at marketing issues and finally the tools I might use to be unsderstood. Thanks John ! So here is something I agree with and that defines precisely why I do and love my job : « Cooperation is an exchange in which the participants benefit from the encounter » in Together by Richard Sennett. And as John puts it, the way we imagine or build our conversation with partners, clients or employees is almost always to aim a common understanding and more or less smoothes …