Hasta La Creative!

Maslow’s hierarchy of human needs is much like the USDA’s food pyramid. At the very top is the peak of self-fulfillment, which we might consider to be a taste of our life’s calling. At the base are the physiological elements that keep us alive, like air, shelter and food, which many of us are fortunate to take for granted daily. However, one of the most important — clean water — is becoming scarce in many parts of the world, and this is where our CMO Spotlight flows today.

Snehal Desai is the global business director for Dow Water and Process Solutions, a division of Dow Chemical. A former chemist himself, Mr. Desai knows Dow intimately, having been a marketer almost exclusively with the company since 1987. For those who aren’t familiar, Dow specializes in water separation and purification technologies worldwide, bringing in over $1 billion in revenue and putting 1,700 employees to work. And its customer base is expanding. Read on for four thirst-quenching, need-to-know marketing insights from Mr. Desai, all equal in the hierarchy of importance.

1) Build a bridge over troubled water

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