Know: ‘timing is everything.’

broke, you might as well break it yourself, because it soon
will be.”
(Wayne Calloway, CEO of PepsiCo)
The sad fact is that most companies are tactics-rich and strategy-
poor. Sun Tzu in the fourth century 
B
.
C
. observed: “All men can see
these tactics whereby I conquer, but what none can see is the
strategy out of which victory is evolved.”
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Marketing Insights from A to Z

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uccess and Failure
175
J. Paul Getty, the fabulously wealthy founder of Getty Oil, shared his
three secrets for success: “Rise early, work late, strike oil.” Too
many of us can only do the first two.
Irving Berlin, the songwriter, lamented: “The toughest thing
about success is that you’ve got to keep on being a success.” “Suc-