5 hours ago
**Nail the basics, first.**Sometimes, we try to do too much.We throw money at mass media, *creative* ideas, and growth hacking tactics.All without (truly) knowing:1) Our core product.2) Our core value proposition that differentiates the brand.Most leadership teams have a tendency to skip this part.Because it's tough.In doing so, growth hits a brick wall. Everything slows down.When this happens, you must revisit the basics before it's too late.Answering the basic questions:Why does your brand exist? (the purpose)What do you provide? (the better future)How do you deliver the experience? (the product/service)Most CEOs don't know the answers to the above.But if you can’t answer the above, then no amount of media spend, creative ideas, and growth hacking, is going to drive penetration.You’re simply burning cash in the dark.Far better, then, to start spending more time understanding your offering to the world.* Use the product.* Live inside the product.* Understand what difference you are making.* Challenge customers and their thinking.* Challenge leadership and their thinking.Truth is, brands must earn their way into a customer's life and beliefs.The great brands do this by delivering a PRODUCT, that fulfills the PROMISE, which was made in line with their PURPOSE.This is a core principle of marketing. It has never changed. And it never will.Don’t get me wrong. This stuff is hard, REALLY hard.But it's a necessity for growth.Start with the basics and nail them.Challenge leadership. Challenge yourself.Never believe your own hype. ... See MoreSee Less
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