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99 Skills of 21st Century Market Place : Week 10

99-skills-wk-As we step into the tenth week of our series on the 99 Skills of the 21st Century Market Place, we shift our focus to three essential skills - Marketing, Negotiation, and Critical Thinking. These skills are paramount for success in today's fast-paced, competitive world of business. Marketing is the art of promoting and selling products or services, while negotiation involves reaching mutually beneficial agreements between parties. Critical thinking, on the other hand, involves analysing information to make sound decisions and solve complex problems. Join us as we explore the significance of these skills and learn how they can be honed to achieve professional success.

28. Marketing

A Quote:

"Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value." ~ Philip Kotler

A Definition: Marketing is the process of creating, promoting, and delivering products or services to customers in order to satisfy their needs and wants.

An Example :

Marketing is an essential skill for any business to succeed in the competitive marketplace. A well-executed marketing strategy can help a company to stand out and attract potential customers. In 2001, the music industry was struggling due to online piracy, and Apple's entry into the market was seen as a risk. However, the company's innovative marketing campaign, including the iconic silhouette ads and the tagline "1,000 songs in your pocket," created a buzz and helped the iPod to become a cultural phenomenon. The success of the iPod not only boosted Apple's profits but also changed the music industry forever.

Marketing is not just about creating a catchy slogan or ad campaign, but also about understanding the target audience, analyzing market trends, and adapting to changes. Companies that invest in marketing and develop this skill can benefit from increased brand awareness, customer loyalty, and revenue growth. Whether it's launching a new product, expanding into new markets, or building a strong brand identity, marketing plays a crucial role in the success of any business.

A Checklist:

  1. Understand your target audience

  2. Develop a unique value proposition

  3. Create a compelling brand story

  4. Utilize multiple marketing channels

  5. Measure and analyze the effectiveness of your campaigns

29. Negotiation

A Quote:

"Let us never negotiate out of fear. But let us never fear to negotiate" ~ John F Kennedy

A Definition: Negotiation is a process of communication between two or more parties with the aim of reaching a mutually beneficial agreement.

An Example :

Negotiation is a crucial skill in both personal and professional settings. It can be the difference between success and failure in many situations. One such situation was when a major company was in the process of acquiring a smaller firm. The negotiations were stalled as the two parties could not agree on the terms of the deal. The team assigned to handle the negotiation had to be skilled in communication, problem-solving, and persuasion to find common ground. They worked to identify the needs and interests of both parties and brainstormed creative solutions that could satisfy both sides. By utilizing their negotiation skills, they were able to reach an agreement that was beneficial for both companies. Without their negotiation skills, the deal may have fallen through, resulting in financial losses and missed opportunities. This example shows how negotiation skills can be a game-changer in achieving success in business.

A Checklist:

  1. Prepare thoroughly before entering negotiations

  2. Set clear goals and priorities

  3. Listen actively and seek to understand the other party's perspective

  4. Communicate clearly and assertively

  5. Be willing to compromise and find mutually beneficial solutions

30. Critical Thinking

A Quote:

"Learn to use your brain power. Critical thinking is the key to creative problem solving in business" ~ Richard Branson

A Definition: Critical thinking is the ability to analyze, evaluate, and interpret information in order to make a reasoned judgment or decision.

An Example :

Critical thinking is the ability to analyze and evaluate information, identify problems, and come up with effective solutions. It is a skill that is highly valued in the workplace and can be applied to any industry or field. One example is the 2008 financial crisis. The crisis was caused by a combination of factors, including poor lending practices, a housing market bubble, and deregulation of the financial industry. Many banks and financial institutions had invested heavily in risky assets and were on the verge of collapse.

In this situation, critical thinking was essential for financial analysts and policymakers to understand the root causes of the crisis and come up with effective solutions to prevent it from happening again. By analyzing the complex data and identifying the underlying problems, policymakers were able to implement new regulations and policies to prevent another financial crisis from occurring.

Critical thinking is also important in everyday situations, such as when making important decisions, problem-solving, or analyzing arguments. By honing this skill, individuals can improve their decision-making abilities, become better problem-solvers, and make more informed choices.

A Checklist:

  1. Ask questions and seek clarity

  2. Gather and evaluate information from multiple sources

  3. Identify assumptions and biases

  4. Analyze and evaluate arguments and evidence

  5. Draw logical and well-supported conclusions

Come & Collaborate

Thank you for joining us on this journey through 99 skills at the 21st-century workplace. We believe that the key to success is continuous learning, so we encourage you to keep seeking out new knowledge and skills.

To help you on your path, we are offering a special #DISCovery Session for our readers. This one-on-one coaching session will help you identify your strengths, set career goals, and progress to a personalized plan for success. To book your session, go to at and use the code "99SKILLS" for a special discount.

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