EVERYONE IS A MARKETER

More people are doing marketing badly...than any other profession I can imagine. What an opportunity... If we were building bridges this badly, the safety of our nation would be in doubt. The local sub shop makes a fine sub, but has a dumb name, a typo in its sign, no attention paid to customer service and on and on. Same for the big hospital down the street and the politician you wish would get a clue.

There are three reasons for this:

1. Everyone is a marketer, so there's a lot more of it being done.

2. Most people who do marketing are actually good at doing something else (like making subs) and they're merely making this up as they go along.

3. There's no standards manual, no easy way to check your work. Without a rule book, it's hard to follow the rules. (For the innovators and creators out there, this is great news, of course.)

The cure? Noticing. Notice what is working in the real world and try to figure out why. Apply it to your work. Repeat. Learn to see, to discern the difference between good and bad, between useful and merely comfortable. And after you learn, speak up. Noticing doesn't work if you don't care and if you don't take action.

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