No Mission

My marketing mantra is simple: No money, no mission.

To do anything - for-profit, nonprofit, service, manufacturing, do-gooding or simply scratching the latest itch on the twitching backside of today's viral craze - it must be funded to be sustainable.

It's no different for Charity Water, the Federal or State governments, industrial repair or a local painter, baker or candlestick maker.

Marketing is first, not last.

Marketing is essential, not discretionary.

Marketing is the priority in budgeting and spending, not marginable.

Because without marketing - successful marketing - you have no business... no future... no mission.