There are two reasons to include zest in this marketing lexicon. The
first, and more important, reason is that a Z word is necessary to justify
the book’s title
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.