If you do, you’ll certainly be choosing a crowded quadrant. And without the magic of advertising, it’s very difficult to grow in a quadrant that’s crowded. Your customer doesn’t know what to do, so he does nothing. The alternative is to build your own quadrant. To find two axes that have been overlooked. To build a story, a true story, that keeps y

That doesn’t mean you shouldn’t try, but you need to be clear about what you’re doing and why. An ad, unnoticed, doesn’t exist. A noticed ad is noticed by some people, not everyone. And, if it’s noticed by the right people, it creates tension. The tension of not knowing and needing to know more. The tension of being left behind. The tension that th

most marketers actually have the same “purpose.” To be successful. To engage with people in a way that benefits both sides. To be respected, seen, and appreciated. To make enough of a profit to do it again. That’s your why. That’s why you go to work. Okay, got it. But a better business plan takes that universal need and makes it specific—describing

We’re going to talk about how you’ll be discovered. But it’s the last part, not the first. Marketing is important enough to do right, which means doing