'They want to do the promotional side of things rather than the harder side of the thinking. They’re very good at doing things, and it feels good to do something, but to think your way through something is hard work; it can cause discord. And because there’s not a culture of connecting marketing with the strategic planning, the numbers that should be used as part of the marketing plan are seen as irrelevant to that process when, in fact, they’re very important.'

He gives some good, straight talking advice on how to succeed in marketing, and Ned Potter follows on with some examples of successful marketing in North American libraries.