Marketing has earned well-deserved recognition as a primary factor in business building.

Far less recognized is the key role it plays as a business designer. A well-conceived marketing plan causes a business to take a good look at its resources and goals in an effort to order its priorities. It requires that it come to grips with such issues as: high volume versus high quality; timing of product and service announcements; what benefits to emphasize; which customers to target and how to reach them.

Good marketing liberates a company from dependence on emotion, chance, lead-time and momentum (business as usual), and allows it to focus on vital issues such as: What do we do best? What are our production and service capacities? What course is most likely to help us reach our goals?

In its purest form, marketing is not about sales; it is about profits. Among its greatest qualities is its emphasis on timing and action. In the “natural” course of events, a company with good people and products will, likely, grow –– though at some random pace. But, like an uncultivated garden, the weeds may outgrow the crop.

Allan Starr
President/CEO