Shitty marketing is easy. Legendary marketing is hard. It takes leadership.
What most people do when creating a marketing strategy is assemble a committee of well meaning people who think they know what they are doing. Everyone has an opinion. A lot of people think they are a marketing experts. They are not. Committees bad. Leaders good. That is why shitty marketing is easy - just hire a committee, incorporate everyone's "feedback", spend time "socializing the brand with focus groups", and try to make everyone "happy".
Legendary marketing is about standing out, standing for something, and creating a brand that makes more people buy from you than anyone else.
Committees bad. Leaders good.
Most marketing is shitty. Not just because of committees, but because most people are confused about what Marketing’s job is.
People think Marketing’s job is about ads, websites, product roadmaps, making salespeople happy, brand attributes, promotions, PR, tradeshows and leads. While all of these activities maybe important - they are not what Marketing’s job is. Marketing is about strategy. Growth strategy.
Grow these five things, then you will get growth on the one metric that matters most. Stock price.
Grow The Value of The Company
Executives who consistently increase the value of their company get promoted a bunch and get paid a ton.
The key to long-term growth comes from achieving a differentiated brand position in a high growth, high value category.
Most companies are significantly under-exploiting their growth opportunities. Because they do shitty marketing. A giant breakthrough in growth requires a different approach to marketing.
