By John Jantsch, Duct Tape Marketing
I’ve spent the better part of the last 10 years telling any small business owner that would listen that marketing isn’t really that complicated.
What’s complicated and frustrating about marketing perhaps is how small business owners and those that work in the field of marketing think about it.
Marketing is just a system and, operated as such, it isn’t any different from many of the other systems needed to run a business. A system creates control, a system guides priorities, a system creates process, a system generates accountability and a way to measure and win the game.
I developed my own view of “marketing as a system” after discovering that working with small business owners in the way I wanted wasn’t possible unless I was willing to change my view of marketing. Read More