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Before You Create Marketing

Recognise that’s it is not your job to create marketing. It’s your job is to as Peter Drucker said,
to create and keep a customer.

Before Nespresso people paid for coffee by the jar or went to Starbucks. Before iTunes people waited for CDs to be released and shipped. Before Kindle we needed bookcases and took one book on holiday.

What happens in people’s lives because your product or service exists? That’s a more important question to ask than how many brochures will we print. You can worry about getting George Clooney to endorse you later.

Image by Eddie Codel.

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