By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-778122.mp3
Memphis, TN – Would you prefer extensive experience in your own business category, or someone from the outside, to take over as CEO of your company? Someone from the inside can hit the ground running, but he or she may know only the company or category way of getting things done. Someone from the outside can take months to get broken in, but perhaps, in some instances, it's best to get some fresh ideas from someone unfamiliar with your industry. Category experience is a huge help, but, by itself, it's not enough.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.