There are two kinds of marketers.
The first kind shows up to work and has her first conversation with her boss. “What do you want me to sell?” she asks. She takes it to her customers and says, “this is what you’re going to buy.”
The second kind shows up to work and has her first conversation with her market. “Who are you? Why are you here? What turns you on?” she asks. She builds a deep, insightful understanding of the market and tells her boss, “this is what we’re going to make.” She takes it to her customers and says, “this is what we created for you.”
Make something meaningful and make the sale.
