Marketing More...

Marketing is hard. Good marketing is even harder. And great marketing is probably just luck and so rare we can't help but obsess over it.

Studying great marketing is all we want to do, but like trying to catch lightning in a bottle (ask your Grandpa what that means), it's NOT a plan for marketing, your start-up, or your business when people depend on you. And if it's all we dream of, that will be our self-imposed nightmare until we unlearn this misstep.

But good marketing is the sweet spot where learning is best and replication is possible.

Trader Joe's might be a great example of good marketing and how it's hard to do - but it's no miracle, it's built on replicating differentiation. (More to come.)

"I tried to explain about marketing, but they wanted to hear about miracles." - Roger Fitzgerald, Senior Editor, Seafood Leader (quoted in Joe Coulombe, Becoming Trader Joe)

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