Marketers have an oft-times irrational opinion of their own powers. Many are led to believe, or have convinced themselves, that their work alone can make a company incredible. Certainly marketing, which in my mind is inclusive of customer experience and has impact on product but isn’t often directly responsible for product, has a lot to do with a company’s success. But it alone is simply the fluff, spin and buzz that consumers tend to find off-putting.
But if it’s not just marketing, then what is it that makes an incredible company?
Here are my thoughts. I’m interested in yours as well.