Our belief is that the simple view of marketing is critical. The crisis facing many organizations is not a poverty of tactics but a poverty of basic, logical strategy that starts with making a compelling promise and pitch.
Consumers are growing more discerning and part with their time, energy and money less easily. They expect to get what they want and ignore those companies they perceive as unappealing or untrustworthy. The barriers that keep competition out are dropping and while competition may have changed, the basic rule of making good promises and keeping them remains.