Business Insight Zone

This post from Tom Asacker meshes very well with my own recent thinking on the “basic basics” that inform the best companies:

Clarity: Marketing’s New Task

The marketer’s new task is one of clarity: “How do we make it clear to our audience that we’re in business to help them (and not to hunt them)? How can we get a clearer view and understanding of our audience, so that we can design a business that best meets their desires? How can we provide them with a clear view and understanding of the value of our offering? How can we make it clear to our people that their activities define our brand?”

Clarity should be the guiding principle behind every marketing effort. Clearness of thought. Clearness of appearance. Clearness of message. Clarity should inform every campaign, drive every question, and rationalize every dollar spent and every piece of data captured and analyzed. Whether you’re launching a large scale branding effort, producing an event, or simply crafting an email message . . .

Asacker’s two suggested steps to take — Discover and Execute — fit my overall agenda, and presumably his, because they are:

• simple — in the sense of straightforward;
• hard — because they require brutal honesty about your own work and your company’s; and
• potentially revolutionary — because, if properly applied, these steps can’t help but transform the way you do business.

Please do give his whole post a read, then riddle me this: What benefits would your team / department / company / self derive from a real dedication to clarity?

Category: Management, The language of business