This is the year of the Great Reset. Things will change, and
you need some basic marketing tools to execute the Great Reset for your
company.
First of all, answer the question: what business are you in?
The shoe store owner
is going to say I’M IN THE SHOE BUSINESS.
Well, without being too negative, that’s not the answer. The owner
actually is in the fashion business. Or the comfort business. You
need to market your business to make it very clear what ‘feeling’ you want the
customer to have.
When Charles Revson of Revlon was asked this question, his
answer was that his company was in the hope business.
So—start here. What business are we in? What emotional needs
do we want to fulfill?
Henry Balfanz, MBA
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