Marketing is not a one-time event. It is a commitment to a course of action, to reach a desired destination. But it isn’t about the destination, either… it’s about the journey, the commitment. Destinations may change and new goals may be established, but the journey of marketing never ends!
If you are sometimes frustrated in your marketing efforts, understanding this one principle can alter your entire perception. Accepting the journey means accepting that some marketing steps, such as testing, are necessary to truly embrace your market and open new avenues of success never before contemplated. This isn’t some highfalutin theory. We’ve seen it proven again and again: the companies that accept the journey embrace mega-success, while the ones that just want to “get through” the marketing (“show me the money!”) never achieve their full potential. Move beyond this week or month (or even year’s) campaigns and embrace the journey (and your market!)
