YOU CAN CREATE BETTER WORK BY SILENCING DOUBTS.

My gift to you this morning. The Marketing environment is actually very fun and requires a lot of navigating through all the different ideas and understanding of consumers. We are faced with decisions on what to focus on (the things that really matter to our customers) and what to not focus on. Given the decisions that we will need to make, it is quite common to have doubts and worry if the ideas we are pursuing are going to yield the right kind of results.

The simple answer to this is that no idea / campaign can be properly predicted in terms of the results that it will yield, no one can ever operate with that level of certainty. What we all try to do is look at some forecasting, estimating, data that we have available and trust that we have made the right choice to pursue the idea. Our commitment really must be to the marketing process, which encourages us to understand the customer, then create meaningful execution to communicate our product or service in order to meet the business objectives.

As long as we do this, remain creative and follow a strategy, then over time we will dominate our industries. The principles of marketing should be what we use to remove the doubt, and continue doing the great work that we have been commissioned to do.