I'm assuming the author didn't speak to the people running campaigns for companies like Coca Cola, Yum! Brands or any enterprise company that's more than ten years old - I assume this because he believes that great marketers don't climb the ladder. Some of the best have done just that. For example, Ogilvy on Advertising was mentioned; David Ogilvy started in sales, and worked as an account executive for Mather & Crowther for years before he started Ogilvy & Mather.
>What will you do a better job at selling: A product you spent the last 10 years building, polishing, and shipping yourself? Or someone else’s product that you just learned about last week?
Honestly? I know a lot of people that would do much better selling the latter, because the former has their ego wrapped up in it. You don't have to have built a coffee machine to sell one well.
Mentioning "listening" is a great point - but this is not particularly novel (any book on sales & marketing would suggest this first step as well).
Some points I was expecting:
- Story telling, vision setting and narrative building (I would recommend "CopyHour" for anyone interested)
- Visual imagery (design, photos, icons)
- Content marketing (informing your customer, aka. "thought leadership")
- Sampling across various marketing channels, then scaling on those which perform well ("Scientific Advertising" is a very quick read here)