There are two reasons to include zest in this Blog. The ﬁrst, and more important, reason is that a Z word is necessary to justify the blog’s url.
The second is that a marketer cannot be effective without zest. Zest is deﬁned as hearty enjoyment, gusto, enthusiasm for life. This attitude is epitomized by the way certain CEOs practiced their marketing. One is Richard Branson of Virgin, to whom marketing is the fun of creating new, better, and more satisfying solutions for people as they interact with everyday products and services.
Another is Herb Kelleher, the former CEO of Southwest Airlines, who thoroughly enjoyed working at his airline and hired only people who would similarly enjoy making customers happy. Hire only marketers who have a zest for life. Otherwise send them into accounting.