Having written this post several years ago (and now, re-reading it as we begin a New Year), I feel that my last line, “What Works Today May Not Necessarily Work Tomorrow,” is more appropriate than ever!

Marketing is a Process.

The process of asking lots of questions. And listening.

Conducting research. Listening some more.

Prototyping. Listening.

Measuring and prototyping some more. Listening.

And then, when something starts to work, do more of that.

Keep measuring. Keep testing. Keep listening.

Especially listening.

Because, what works today may not necessarily work tomorrow.