Fundamentals over everything.

When I was a student in marketing, I knew very well that there are concepts that will forever remain in how we define marketing. A fundamental truth is that marketing involves ensuring that your product meets that needs of the people that you are selling to, and allows a business to turn a profit.

This, backed by the fact that there are always fundamentals to a great product or service that we need to constantly understand. It’s the right product, at the right price, to the right market that ultimately allow us to create magic. Once the above is well optimized, then we work on process that will allow us to deliver, and then promote properly through the available channels, known as the marketing mix. I truly believe that these fundamentals are not revolutionary, or are they difficult to understand.

Each and every marketer is able to fully realise these fundamentals time and time again in order to sell products, the only challenge a lot of us face is when we think that we can pass some of the fundamentals and still go out to market. If we are going to do the work over a long period, then it needs to be clear that we cannot skip the fundamentals, we need to work on the fundamentals.