As marketers we invest a great deal of time and money working out how to tell the story of our products. But if we can agree that marketing is giving people something to talk about, why aren’t we using resources in equal measure to do that. What if we began with a new set of questions?

3 Essential Marketing Questions

1. Who exactly do we want talking about our product or service?

2. What do we want them to say?

3. How will we make sure it happens?

If this sound simple and obvious, the fourth question is—why haven’t we done it?

Image by Agnieszka Bernacka.