MAPS

Marketing is a Decision Making Process

It is amazing to me how much the world has polluted the meaning of “Marketing”. I recently found a web site that offered 70 definitions of marketing. I have some good news for you. It’s way simpler than that. “Marketing” is a decision making process. Nothing more. Nothing less. You end up with a plan, but the plan isn’t the point. It’s going through the process that counts. In this Moment of Clarity, I elaborate on this foundational concept and show how it parallels with how you already make decisions in your business.

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Get Back Inside the Box.

I was sitting in a meeting the other day with a marketing manager. At the beginning of the meeting she stated that the goal of the process we were going to undertake was to “think outside the box”. This well-worn cliché used to refer to looking at a problem from a new perspective without preconceptions – i.e., using lateral thought processes to arrive at a solution to a problem.

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This is What Keeps Me Up at Night

I was having a great conversation with a very cool business woman the other day and she used a term I had never heard before, “moderate failure”.

We were talking about a business that is failing so gradually it doesn’t even know it’s happening. This “moderate failure” is often a result of poor or inconsistent marketing practices where the business seems to be performing acceptably but the reality is that the company’s growth rate is insufficient to provide long-term profitability and battle natural customer attrition.

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