7 Keys to Marketing Genius: Long-Term Focus
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
The story about conflicting missions should illustrate the necessity of having a definitive purpose for any activity, corporation or organization. To go through the above exercises can be exhausting. Even those organizations that see the value of defining their purpose have difficulty putting in the effort and resources to do this kind of planning. There are scores of organizations that ignore these strategic tools and still survive. The question is what kind of organization do you want to be? Do you want to have a short-term focus and be overtaken by a better-organized competitor down the road? Do you want to provide a workplace that allows people to participate in the strategic process and find fulfillment in their work? Do you care about attracting and retaining quality employees?
If you want to market your product or company for the long term and create a protected relationship between members, employees, and consumers, you need to put in the effort (Key 5). You must invest time and energy into creating and/or defining a strategic plan for the company. Doing so will provide a firm foundation for enduring success. Once you have defined the “what” and the “why” of a company, it is time to start communicating this identity to customers.