Things No One Wants To Talk About In Business

In the world of online marketing and growth, certain truths are universally acknowledged but seldom openly discussed.

I had some interesting conversations this past week and thought I’d share them through some hot takes, shedding light on overlooked realities that can shape the path to your success.

Content Creation is NOT King, But Content Distribution is King!

The value of high-quality content is potentially immense…

But, the value of high-quality content is not calculated by the creator. Its value is dependent on the level of audience awareness it has.

• In the digital age, the true value of content lies not in its creation but in its discovery and appreciation by the audience.

• One of the biggest mistakes marketers make is creating vast amounts of content without thinking about the purpose of each piece of content.

• Crafting excellent content is just the first step; ensuring it reaches and resonates with the right audience is what ultimately determines its value.

A Great Product Can Survive Poor Marketing, But Great Marketing Will Not Sell a Poor Product

No matter how brilliant your marketing strategy, it cannot mask the flaws of a subpar product.

Scalability and longevity in business hinges on delivering genuine value, not just hype.

The following two examples highlight this well:

• Limited (yet masterful) marketing paired with a great product = Elon Musk and Tesla

• Great marketing of poor product = What do you remember about the Fyre Festival? (Which precisely proves my point)

B2B Account-Based Marketing (ABM) is Overhyped and Often Ineffective

While ABM is popular, it doesn’t deliver the promised results for many businesses.

• Lack of alignment on goals from the start is one of the main reasons businesses struggle to know if ABM is working or not.

• ABM requires significant resources and precise execution, which many companies struggle to achieve.

• Diversifying marketing approaches rather than relying heavily on ABM can lead to better overall results.

These are the first part of my hot takes. 

Maybe a little controversial but always with an eye to help your business and function navigate the complexities of online growth with greater insight and achieve lasting success.