Adam Grant

Heather Fletcher is senior content editor with Target Marketing.

Responding to email can seem like inbox drudgery that C-suite marketers should relegate to underlings. Or simply not do. After all, there’s customer care team to answer all emails, right?

In a Budweiser Super Bowl commercial leaked ahead of Sunday’s game, soft lighting shines on a white tablecloth as, behind it, actress Helen Mirren sits regally on a bench seat that's oddly reminiscent of the ones used by Dos Equis spokesman “The Most Interesting Man in the World.”

Two years ago, I made a commitment to do something that made me profoundly uncomfortable. I had just finished writing my first book, and I promised my publisher that I would reach out to bestselling authors and senior leaders, asking them to read my book and consider endorsing it. ... As someone who generally prefers to be on the giving side of exchanges, rather than the asking and receiving end, ... I began seeking advice, scouring the research evidence, and test-driving what I learned in my quest to capture the attention of busy people

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