If we have any chance of performing effectively in marketing – we have to start with clarity.

Clarity comes from understanding what marketing is for.

Marketing exists to solve business problems. Specifically the business problem of creating customers.

Creation only happens if something has changed – if nothing has changed – no customer has been created.

Marketing thoughtfully – through empathy – gets really clear about the change and the business problem.

If this isn’t clear or in your marketing plan – you are not marketing.

No, you are in the category of people who think they are.