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"I feel there's the other half of the equation is a little bit harder. I'm talking about the, you know, the soft skills. ... Number four is that's more general: it's your communication skills, your persuasion skills, your ability to bring people with you, to convince them that this is the right way to go. And more importantly when you get quite senior in marketing, in particular in marketing but also media, convincing your boss and your boss's boss and the CFO that this is worth the investment - so your persuasion and communication skills become important.” – Dan White, Marketing Expert, Illustrator and Author of The Soft Skills Book.