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I read in Marketing for Rainmakers (Phil Fragasso, 2008) that part of marketing's job is to "continually remind the employee why he chose to join XYZ Company in the first place." page 16 of the introduction:
It's the marketer's job to paint a picture of what lies ahead and create a compelling storyline that the employee will want to experience and help write.
Videos like this and initiatives like the smarter planet make me want to help write IBM's story and the world's. =)