Creating compelling creatives (such as advertisements) and monitoring fluctuations in CPA (Cost Per Acquisition) are both important tasks. However, should marketers aiming to be the next leader be satisfied with just that scope? Based on insights from a large-scale survey of 68,000 people worldwide, conducted by Thomas Barta, a specialist in marketing and leadership who has worked at Kimberly-Clark and McKinsey & Company, this book reveals the "12 Powers of Success" practiced by successful marketing leaders. This is a significantly revised Japanese version of "The 12 Powers of a Marketing Leader," which is highly praised by CMOs (Chief Marketing Officers) and other leaders overseas! Through dialogues with Kazuo Matsuyama, President and Representative Director of Asahi Breweries, Tomonobu Tominaga of Preferred Networks, and Noriko Kitahara (MICHI inc.), former President of Shiseido Japan, the book conveys the image of a leader who achieves "difficult transformations" and "makes an impact on the world," which Japanese marketers need to know now. Warning: This book is not a how-to guide for marketing operations. It is a leadership book that conveys the principles of thinking that will serve as a code of conduct for marketers aiming to be the next-generation CMOs who will survive the digital/AI era, based on the latest research results.