Marketing Schmarketing. It’s not what you think.

What is marketing? Don’t ask me. And don’t bother Googling it either. And, please don’t ask your boss, your wife, your web designer or marketing consultant. It seems that the real purpose of marketing has been lost somehow over the last few years. I’m not even going to tell you that MY definition is correct because ultimately it doesn’t matter what I think. What matters is what problem you are trying to solve. Marketing can help create and drive demand, differentiate from competing products/services, communicate value, drive the sales process and more. But at the end of the day, marketing’s real value is in mitigating risk.