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I Need This? I Did Not Know That.

I Need This? I Did Not Know That.

Marketing is about creating a need among your ideal buyers which your value can fill. It’s not about “working the phones” or “feet on the street” or “finding the pain” all the other adages from the 50s. If you create the need, then you’re the logical, unique source to fill it. If you simply respond to what others “want” then you’re a commodity ultimately competing on price.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

Comments: 2

  • August 7, 2021

    If I may, Alan, I would like to offer a tweak to what you said. We cannot ‘create’ a need, we can point to it, reveal it, or help them see it and recognize it. The need is there, but sometimes it is masked with all kinds of things you often talk about like excuses and lack of understanding of the root cause of the problem (challenge) the business has.

    I know it might seem like I’m nit-picking, but I’m not. It is a small differentiation that over the past 30+ years served me well in helping companies with marketing and helped me help them — it might help others.

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