I think that there are two ways to create new economical value. You can either find out what people want and work out a clever way of how to deliver it to them. Alternatively, you can work out what you can deliver and find a clever way of how to make people want it. And the economic value created by these two things is just as great either way, even though they may be opposites of the same coin.

Marketing and advertising are two different things, and a simple way to test it - Would they miss you if you were gone? Most advertising does not pass this test! With marketing we communicate to people in ways they want to be communicated to and this is more valuable than “stuff”. A good example would be Amazon, as Amazon’s value is not based on their inventory, there value is based on the millions of people around the world who want to hear from them.

Marketing is fuelled by adrenaline, it’s fuelled by urgency and emergency, in the majority of cases we are not given the time to do it correctly but we have time to repeat it. We usually overcome our fear by creating an emergency and this endless emergency is caused by the fact that we are not patient in working our way to a place of relevance. I think that patiently building an asset is probably the single most overlooked thing that marketeers fail to do. I don’t think this requires a method, you just need to care.