Chapter 2

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MAP YOUR MARKETING

“Would you tell me, please, which way I ought to go from here?” said Alice.

“That depends a good deal on where you want to get to,” said the (Cheshire) Cat.

“I don’t much care where —” said Alice.

“Then it doesn’t matter which way you go,” said the Cat.

–Lewis Carroll, Alice in Wonderland1

The above exchange that Alice has with the Cheshire Cat as she begins her journey through Wonderland is one scrappy marketers should take under advisement. Like branding, few marketers today make real time for strategy. It’s the plate of vegetables we don’t want to eat. But just like those Brussels sprouts that your mom could never ...

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