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We need to talk about how you’ve been justifying your marketing budget. It’s a hard pill to swallow, but if your brand awareness campaign isn’t converting, you aren’t accomplishing your marketing goals. Sure, there are companies that can afford to inundate the public with their brand, but I’m going to assume that if you’re reading this, you don’t have that kind of budget.
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The longer I conduct business, the more obvious it seems that running a business is not, in fact, a competition. And if business is not a competition, competitive analysis is rendered an utterly pointless pastime of the entrepreneur.
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As a creative problem solver by trade, the golden goose I find myself chasing time and time again is a simple elegant solution that seems so obvious, it’s surprising that nobody thought of it first. I’m a creative person: I know this because people have told me so my whole life. So why is this simple, elegant solution I seek so impossibly unattainable? The answer is perspective and time.
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