Chapter 2
What Smart Marketers Know
Think like a marketer and you’ll act like a marketer. Act like a marketer and magical things will happen in your business.
Most people have a slippery understanding of what marketing really is, including many people charged with doing it. If your idea of marketing is inaccurate or incomplete, then you are vulnerable to costly mistakes, lost opportunities, and unnecessary frustration—that is, if any real marketing happens at all. The smaller your business, the more critical every step and the greater the need for confidence in each one. Confidence is born from clarity, so let’s get clear.
If I asked you to define marketing, what would you say?
When I ask a room of seminar participants to describe their idea ...
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