The Importance of Command

you either have it or your don’t. where you don’t have command, people get nervous (quickly). kiss consumer confidence goodbye. leadership? diminished. you simply don’t look like the expert. you look unsure, lost, challenged, loosey goosey, and a series of unsettling things. picture a juggling unicyclist. you’re stressed out watching these clowns perform. sure, there’s talent in what they’re doing — but you also find yourself focused on the threat of falling. in marketing, you want people centered on a firm grip, the thrill of flying and not coming down any time soon. people love a good escape, and they often depart first (and longest) with those who command their attention and imagination.