CHAPTER 2Map the Landscape

IN ORDER TO BE more strategic with your marketing, it’s crucial to have a broad perspective on your business, inside and out. Think of it as looking at your organization through bifocal lenses: Beyond just using the distance lens to focus on the vision for your organization, you also need to use the up-close lens to get a clear sense of what’s going on directly in front of you, especially when it comes to your employees, customer base, and marketing activities. You’ll round out your perspective and be more effective if you keep an eye on both internal and external elements impacting your business.

In some cases, you need to literally get out of your business and observe what’s happening in the world around you. If you ...

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