Friends ask me. Businesses ask me. Pastors ask me. Aspiring undergrads ask me. And certainly, I’ve asked myself -- why marketing?
In response, I used to spill out an unconvincing variety of half-baked sentiments which regularly required too many compound sentences, too much industry speak, and far too many occurrences of the word “brand.” Looking back now, I assume this was mostly just missing forest for trees.
Luckily, earlier this year, The Personal MBA by Josh Kaufman afforded me a new, holistic framework for my thoughts in the form of a keep-it-simple definition for business. According to Josh, a business is a repeatable process that:
1) Creates something of value
2) That other people want or need
3) At a price they're willing to pay
4) And delivers it in a way that satisfies expectations
5) While generating enough profit to make repeating the process worthwhile
Upon reading this, I recognized that all my scattered ideas of marketing, which had previously floated about unintelligibly, were settling quickly and comfortably into the space between elements 1 and 2.
What’s more, as my newfound marketing clarity emerged, I noticed it held together nicely when applied to the context of non-profit, personal, or any other type of marketing.
So, why marketing? (Here it comes...)
Marketing creates a connection between things of great value and the entities that will value them greatly.