Real marketing is built into what you do and why you do it. It’s part of your story, something that you do organically when your business is aligned with your mission and values. Kept promises, free returns, obsession with the details, returned emails, clean tables, and attentive staff—all of this is your real marketing. Real marketing creates a deeper impact, leaves a lasting impression, and is as powerful as a smile.
In 1997, a young CEO was launching a new product, and here’s what he said to his team:
“Marketing is about values. … Our customers want to know … what it is that we stand for…. And what we’re about isn’t making boxes for people to get their jobs done, although we do that well. … [We’re] about something more than that. … we believe that people with passion can change the world for the better.”
Then he played the “Think Different” advertising campaign video, which began with the words, “Here’s to the crazy ones….”