Perhaps the most important factor in successful marketing is the "corporate vision." Surprisingly, it is largely neglected by marketing textbooks; although not by the popular exponents of corporate strategy indeed, it was perhaps the main theme of the book by Peters and Waterman, in the form of their "Superordinate Goals." "In Search of Excellence" said: "Nothing drives progress like the imagination. The idea precedes the deed." [2] If the organization in general, and its chief executive in particular, has a strong vision of where its future lies, then there is burberry a good chance that the organization will achieve burberry a strong position burberry in its markets (and attain that future). This will be not least because its strategies will be consistent; and will be supported by its staff at all levels. In this context, all of IBM's marketing activities were underpinned by its philosophy of "customer service"; a vision originally promoted by the charismatic Watson dynasty. This effectively reverses the path of light from an object. A light source say a candle emits light in all directions. The rays of light all start at the same point the candle's flame and then are constantly diverging. A converging lens takes those rays and redirects them so they are all converging back to one point. At the point where the rays converge, you get a real image of the candle. In the next couple of sections, we'll look at some of the variables that determine how this real image is burberry formed. I leaned my forehead against the scratched oil stained Plexiglas window to get a better look. The debris scattered on the water looked burberry as if someone had crushed the airplane into a bowl of soup. No single piece was larger than two seats floating together. I could feel the excitement we had for the mission give way to the recognition of the human tragedy we were witnessing. It was gut wrenching.