The biggest mar­ket­ing mis­take to avoid in 2019
Jeff & Lindsay Sage / 2 January 2019

Every leader’s worst nightmare: what you built is at odds with the market. 

But how did you get there?

The biggest mistake you can make is to define marketing too narrowly. So many organizations still treat marketing as an afterthought. Something that’s done after a product is developed and then needs to be sold. 

If that’s your approach, you’re competing all wrong and making it tougher than it needs to be. (Not Sandra Bullock Bird Box tough, like protecting two kids while being chased by an ominous unseen presence blindfolded in a boat tough, but pretty tough).

And it doesn’t have to be that way. 

Turn the tides this year. Pivot away from treating marketing as “just advertising” or “just sales”. 

Great marketing should create value for customers, not simply re-broadcast features and benefits.

For most products, you can only achieve this by understanding (actually):

  1. Who your customers are;
  2. What your customers value;
  3. How you can deliver that value better than the next guy.

Marketing is the most important discipline for most businesses to respect and master. Because value is only determined by the vantage point of your customers. 

And that should always be a leader's first priority.


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