The other kind of marketing, the effective kind, is about understanding our customers’ worldview and desires so we can connect with them. It’s focused on being missed when you’re gone, on bringing more than people expect to those who trust us. It seeks volunteers, not victims.

The alternative is to be market-driven—to hear the market, to listen to it, and even more important, to influence it, to bend it, to make it better. When you’re marketing-driven, you’re focused on the latest Facebook data hacks, the design of your new logo, and your Canadian pricing model. On the other hand, when you’re market-driven, you think a l

171. Bringing Strategy to Marketing