Marketing today is much too focused on tactics rather then strategy; on method rather than the customer.

Mania is the irrational obsession for the optimization of posts, the hype of new platforms and the emotional roller coaster of what is happening in the now.

Mania by definition is overactivity and excitement which is what also defines an amateur marketer.

There is no praise for strategic thinking or deep customer insight – there is only praise for marketing hustle or joining in on marketing social change.

However, this will catch up to marketers in the long-run. It is mis-weighting bias that stunts the performance the marketing in the long run by mis-weighting the importance of these short term tactics for what really matters for the customer in the long run.

Next time when you feel yourself giving into the “marketing mania” – don’t. Instead think deeply about the purpose of marketing: to create customers and provide them with value.

Selling starts with the question of: “Selling our products and services” And demonstrating “our value proposition”

While marketing starts with the question of: “What does our customer want?” And “what would be of value to them?”

Marketing and sales work together, however one of the highest achievements marketing can accomplish is to make selling unnecessary – in other words superfluous.

Having a product or service so valued and desired by customers that you don’t even have to sell.