Messaging and Terminology The way we talk about things can be important to convey what they mean to us. Calling someone who works in your

Stark Raving Fans “Stark Raving Fans” is a term that I came across in Seth Godin’s work. Stark Raving Fans means you go beyond just

Do You Deliver Well? If you spend $10,000 on advertising and your customer service or product is horrible, what will the result be? You’ll have

Price/Position/Product/Place Now that we have covered who you are, we can start to get a better understanding of where you sit in the marketplace. The

Who are you? Mission/Vision Purpose One of my favorite jokes from the TV show Scrubs involves a character described as “Johnny the tackling Alzheimer’s patient.”

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