You don’t see contractors build a house from the roof to the foundation. So why would you do the same with your marketing? When tactics drive strategy you end up with an unstable and backward result.

Not long ago I spoke with a CEO about his goal of offering a software service through an ecommerce channel. Our conversation focused mainly on the specific market this would serve and the company website. At one point he beamed about regularly checking Alexa, and seeing the site ranking steadily climbing.
In that instant the little [...]

Photo credit, Mortsan When grounded by strategy, marketing is effective. When strategy is driven by purpose, that is articulated by a vision, with an action oriented mission, then your organization, or brand will be more human, and radiate personality. That is how to give your marketing efforts a potency rivaling that of a poison arrow [...]

The Duct Tape Marketing blog has an inspiring podcast about Brown Lures, a company using social media in the low-tech fishing industry to sell their products. It’s a must listen for anyone in the plumbing, contracting or lawyering trades.
Even so, I bet there’s a lot of nay sayers who doubt the value of this new [...]

Two choices.
Error on the side of caution and tradition, content to tweak existing products and services.
or…
Be bold, reshaping and creating things that are completely new.
Each has its rightful place. The tough part is figuring out which to choose. Congratulations Kraft, on knowing when to take the bold path.