The one person who can help you solve your toughest marketing challenge

I get lost still. Even after over three decades of doing this. Maybe you experience this. You’re digging into a complex challenge for the brand to address. You’re examining all the variables of your offering. Checking the competitive forces. Reviewing the market conditions. Among all this, you start to feel uncertainty about how to proceed.

The one person who can help you in this situation

When that uncertainty hits, I instinctively want to simplify things in order to work through the murkiness.

Early in my career, I tried to simplify by asking, “What are we really trying to do here?’ While that was helpful, it wasn’t as powerful as the question that I learned to ask years later.

“Who are we hoping to serve?”

Notice the difference between the two questions. In the first one, we are focusing on ourselves. What we are trying to do. In the second question, we are focusing on others. When we focus on others, we discover that we are quicker to uncover what is most important to focus on. Because we start to see those things that will have the greater impact on those we hope to serve.