est
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There are two reasons to include zest in this marketing lexicon. The
first, and more important, reason is that a
Z word is necessary to jus-
tify the book’s title.
The second is that a marketer cannot be effective without zest.
Zest is defined as hearty enjoyment, gusto, enthusiasm for life. This
attitude is epitomized by the way certain
CEOs practiced their mar-
keting. One is Richard Branson of Virgin,
to whom marketing is the
fun of creating new, better, and more satisfying
solutions for people
as they interact with everyday products and services. Another is Herb
Kelleher, the former
CEO of Southwest Airlines, who thoroughly en-
joyed working at his airline and hired
only people who would simi-
larly enjoy making customers happy. Hire only marketers who have a
zest for life. Otherwise send them into accounting.
