Bill Gallagher argues that CEOs without marketing backgrounds often don't understand that marketing is relationship-building grounded in meaning. The key is helping clients see why you can help them, not making them parse your services. An effective growth engine starts with purpose.
Marketing is really about relationships, and relationships are built on meaning. So I started my business to and wrote my book to kind of explore this idea of how do you activate a business to grow? By making the clients see why you can help them versus try to, you know, intellectually understand what you do? Which we're obviously we're all way too busy to take the time to do that. It starts with why. Right. So that's why I wrote the book. I also found that in my work with a lot of CEOs that don't have a marketing background or a marketing leader, they were lost when it came to this marketing thing. Right. And back to the meaning. I found that a marketing engine that really drove growth had to start with this purpose.
