Abandon everything you have been taught about marketing before. Take a cold quantitative look at your marketing activity and start again. All marketing should bring a return on your investment. Break from the past and think about:

- Beginning again – I feel a truly clean sheet of paper works well

- Start solving the root cause of why your marketing is not working as well as it should

- Create a strategy, yes I know it’s dull, but it will help shape your marketing and keep you on track when it inevitably gets tough

- Put a budget aside, you are going to need it

- You don’t need ten goals, two will do. But make sure they are the ones you can over commit to. If you do this, how successful would your business be?

Don’t be fooled, changing the marketing of your business is not going to be easy. You need a new marketing framework that will help you make sense of a new business environment where success is judged less on complex, sophisticated, financially driven factors and more on humanised customer relationships and new ideas that not have been used in the past.

For further marketing rules go to www.clarityprojects.co.uk and download the Marketing Rule Book. Hope you find it useful!!

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