Wishing for marketing — Kelford Labs Daily

“Without supporting structures, systems, and measures, strategy remains a wish list, a set of goals that may or may not ever be achieved.”

— Lafley & Martin, Playing to Win

You might even say that strategy is structure, the structure to work efficiently to get what you want.

But for many entrepreneurs, their marketing strategy is actually a wish list. A set of things they’d like to have happen, to have done, but no structure to actually get there.

The hard part of marketing is doing the marketing. Not fantasizing about possibilities or fretting about the downsides.

But we can’t expect ourselves or our teams to just know what to do. To just do what needs to be done.

We need the structure, the decision-making frameworks, and the measurement criteria to make sure we’re working our marketing, not just wondering about it.

Marketing that doesn’t get worked, can’t work.

But marketing that gets put into the market, gets monitored and measured, and gets iterated and improved upon will.

It’s easy to hold off on doing our marketing, to procrastinate by taking another course, buying another template, or commissioning another strategy document.

The secret to getting it done, though, is to make it easy to do. By breaking it up into manageable pieces, and giving ourselves enough time to take our time.

To do it one step at a time.

So that our strategy doesn’t just remain a wish list.

It actually comes true.

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