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Marketing in a Vacuum

by in Business Marketing
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1991
Marketing in a Vacuum

For years, even decades, I’ve stated that what a consultant brings to the table is outside objectivity.  That’s true of marketing and other consultants.

You’ve heard the expression, “I can’t see the forest for the trees.”  Well, inside-out thinking is often what happens when people in companies try to do their own marketing.

What is inside-out thinking?  It’s when people within a firm innocently impose the same level of understanding of their business on the marketplace.  The best thinking is outside-in: bringing the feedback from the marketplace into your company to make your marketing all the more relevant.

As much as I’d like to give all the credit to marketing consultants, I believe it’s only fair to mention other ways to gain some outside objectivity.

  1. Go to three colleagues whose business acumen you trust and become an informal Board of Directors.  Meet monthly and help one another to see aspects of your companies that you’ve all been blinded to.

  2. Join a professional society or trade group and participate in their Mastermind meetings.  Chances are you’re not head-on competitors and can learn quite a bit from those in similar businesses.

  3. Become part of the Mastermind Group in your local Chamber of Commerce.  You’ll gain some good marketing ideas from those who are outside of your industry.

Three ways you can inject some outside, objective thinking into your business.  Here’s the caveat, however: you have to be able to handle constructive comments.  If you’re going to take everything others say about your business personally, you’re not going to open up your mind enough to learn.

As we approach a New Year, it’s a good opportunity to reach outside for some good input.  Of course, not all the advice is good; I trust you to separate the wheat from the chaff.

Do your business a favor: give it some new, outside thinking for the coming year.


Need some help with your Marketing Plan?  

Visit www.azobleassoc.com for information on our “Do-able Marketing Plan” workbook and “10-Minute Marketing Plan” program.  You may also visit Udemy.com to sign up for our session on “Easy Market Planning.”

And don’t forget to take advantage of our Early Bird discount for our 2015 e-Schmoozing Calendar, now only $15.95 through November 30th.

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.