Marketing's core purpose hasn't changed: communicate value and build trust so customers buy. The methods and channels shift constantly, but the mission stays the same. Treating marketing as a system is how businesses stay relevant.
The thing that I've always pointed to is what we are here to do as marketers has fundamentally not changed one bit. That's right. We are there to communicate how we create value, you know, to somebody enough that we build enough trust that they're willing to give us their hard-earned money in order to perform what we promised. I mean, that has never changed. The only thing that's really changed is the vehicles, the way people buy. That's probably changed more than marketing, frankly. I mean, those things have changed. And I think what's allowed us to stay relevant relevant, quite frankly, is that point of view that marketing's a system. It's the most important system in most businesses.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
