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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.

1. The true definition of marketing, its fit in your business, and who is responsible for it.
2. The one-word lie that is perpetuated routinely on business owners along with its harmful consequences.
3. How to counter this lie with six key truths along with supporting concepts that can be implemented by you and your management team.
4. How to better assess your marketing program and strategic options going forward.
5. How to build a competitive moat around your business along with a sustaining Unfair Advantage relative to your competitors.
6. How to challenge your management team’s thinking with specific questions and tasks that will identify new opportunities and also expedite your managers’ individual growth and value.
7. Mental models both within marketing and leadership more broadly that will reduce your team’s marketing confusion, standardize expectations and execution, and align marketing with your objectives.
8. How to build a multi-year marketing roadmap that is clear, achievable, and easy to understand and communicate.