Marketing begins with the old saying, “know thyself.” 

In Chapter 1, we talked about “what is marketing?” In this chapter, we will turn the focus to where the process should begin – with you. If you do business with a good marketing agency, almost all of them will start with some sort of discovery process. Some may call it a brainstorm or Strategy Workshop (like our Friends at Sodium Halogen). Regardless of name, the agency uses this activity to learn about your business so they know how to best communicate with your market. If they’re really good, they’ll focus on  value for the customer, not just what you want to talk about.
In our experience, the best clients are usually the ones who have spent time thinking about the “know thyself” components before they come to the table with us. If they haven’t, we think it through with them. Knowing thyself allows you to communicate clearly. Whether that communication is internally to staff and stakeholders or externally to potential and current customers, without a clear picture of yourself, it is difficult to communicate effectively.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on

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