Marketing pothole (#2 of 3): I’m too busy
I can count on one hand the number of marketers I know who get to do "Marketing" every day. (with a capital M).
Accountants do accounting all the time. Salespeople spent a lot of time selling. But marketers, it seems, have a long list of things they do (budgets, coupons, projections, photo shoots, bizdev meetings, meet and greets, etc.) that is technically marketing–cause I think everything an organization does is marketing–but is hardly in the sweet spot.
Think about the giant marketing successes of our time. From Disney to CAA to Boston Consulting Group… from Ronald Reagan to the Mormon Church to Habitat for Humanity… in every case, these organizations won big time because of a kernel of an idea, a marketing insight that they built upon.
There are more than 50,000 restaurants in New York City. Perhaps 200 of them are marketing success stories. Yet at the other 49,800 restaurants, the owners spend very little time working on their breakout idea, and tons of time doing stuff that feels a lot more important.
Once an organization is up and running, it’s almost impossible to carve out the time to find the marketing vision that will make all the difference. Are you too busy working to make any money?