MARKETING MIX: A word to the wise

It might have been the wettest Wimbledon for aeons, but it is still (officially at least) summer.

It might have been the wettest Wimbledon for aeons, but it is still

(officially at least) summer.



While the Great British public starts thinking about packing its

suitcase and fleeing these shores, Dido Harding, retail marketing

director for Thomas Cook, is helping the nation make its annual escape.

We asked her about the best piece of advice she has ever been given.



’It came from my grandfather, a former field marshall, when I was going

off to university. I was really scared and he said: ’You can only be

brave if you are scared - and if you’re not scared, you are probably not

pushing yourself enough.’’



’It’s something I have never forgotten and think about a lot. Courage is

something you need a great deal in business. It makes the difference

between having a good idea and implementing that idea - and if you’re

scared, but able to confront your fear, it means you are on the way to

making a success of something.