When the product is right, you don't have to be a great marketer.
Sentiment: POSITIVE
Marketing is what you do when your product is no good.
A market is never saturated with a good product, but it is very quickly saturated with a bad one.
Markets work when people can evaluate the prices and risks of different products, then pick the ones that work best for them. But when the terms of the deal are hidden, competition doesn't work. And customers aren't the only ones who are hurt.
Once you start thinking more about where you want to be than about making the best product, you're screwed.
As communicators and marketers, people are so accustomed to thinking from the 'top down.' Finding the great analyst or the famous journalist who will endorse what you do and tell the rest of the world to go and buy your product.
We don't market products narrowly. We market big stories about the industry, things that matter to a lot of people.
Every time we bring someone in we ensure that they are a strategic thinker, but even more important that they understand that if the products aren't successful and the products don't sell that there won't be anything to strategize about.
Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.
People buy products if they're better.
When you say we're bringing a product to market, you make sure you execute.