Marketing is one of the most misunderstood yet important functional areas in business. Business owners and C-suiters often find themselves overwhelmed and confused by the myriad of marketing options and obstacles facing their company. The result can be expensive and misguided efforts that yield little-to-no ROI, or worse, a doing-nothing posture. Over time, either reduces a company’s strategic growth and increases its strategic risks. The path forward is to simplify your understanding of marketing along with several critical strategic principles which will allow you and your management team to enact deliberate and meaningful changes in your business.