The purpose of marketing

Marketing is not a random exercise. Rather, marketing is effective when it is done with intent and planning.

Start marketing by answering this question: What is your marketing for? All marketers make change happen. It can be trivial: marketers change non-customers into customers, but it is often much more profound. We help customers become the person they want to be.

For example, Harley Davidson turns a specific group of people from disrespected outsiders into beloved insiders.