Section 1: Strategy

“Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” — Michael Porter

I see a lot of people wanting a “tried and true” approach to marketing. I understand that. They want a long-term (I recently heard three year) plan: a list of tasks that can be done to increase sales. The reality is that strategy is about doing things differently than everyone else. The real successes happen when you aren’t following the herd, when you’re making a conscious and informed choice to approach marketing a little differently. —B

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