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Title	Author	Type	Date ↓
Business Shifts Demand Capability Shifts Many business leaders are making important strides in transforming their marketing strategies to address changing competitive environments, emerging product and service categories, and evolving customer needs. They’re thinking in terms of solutions rather than products, stakeholders rather than customers, and redefining rather than upgrading. To be sure, these are significant advancements. Too often, however, leaders expect new marketing strategies to be successfully executed with old marketing capabilities. The fact is that great strategic plans have failed in the absence of capability shifts.	Fred Geyer, Hilary Fazzone, and Larry Lucas	Article	November 16, 2011