Please do not dive-in if you are happy and satified. This is not for you.
by M.Q.Siddiqui
In the world of business, marketing is almost always mistakenly referred to as selling or promotion. Whereas the American marketing Association definition of marketing is “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved 2017)
Based on that marketing is not just selling or promotion rather creating something of value, which is the first part of definition. Mostly we refer marketing to the remaining three parts of the definition, i.e communicating, delivering (sometimes) and exchanging. Mainly due to this and lot more other factors, the statics of failure is high. BLS, (Bureau of Labor Statics) shows 65% of business fail during the first 10 years and 45% during the first five years.
Before we define the true definition of marketing, we must define one true and I mean the true business objective and not objectives. What are we all trying to achieve in our business. We need to be a good scuba diver, honestly, to find the answer to this question. I say diving deeper in the ocean may be easier than diving deeper in our our mind. Reason being most of us might feel suffocated and may come back to the surface and continue doing what most of us are best in, “look for the short cuts” and follow. Best example is, look at the number of followers of few influencers on social media, and you get the idea. We will even find individuals and business (small and / or big) are in the same boat.
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At this point some of my readers might feel like
its okay I understand please go back up, because we are going deeper and we can’t have casualties, its bad for my brand?
?
But some may feel like her and insist to torture themselves.
In this case, please continue at your own risk, because there will be more pressure.
Business is always about creating your own path, having ability to protect your path and sticking to that no matter what. This is the hardest part of business. This is another way of saying believing in your self. It takes time and lots and lots of patience and I mean lots of it. One word I always teach to my students, in Arabic language SABR means patience. But why would we have so much of patience, what if I miss the train. Well that means you always wanted to be on the train, then please go back up and breath freely (for now). I told you it will get messy.
Creating your own path
like a running water and not disturbing
the eco system.
Coming back to my topic. If we consider the success of fortune 500 companies and select few as case study, it is proven that the main success is customer oriented business approach. e.g Amazon’s mission statement is “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” and
Wall Mart mission mission statement is “helping people worldwide save money and live better – anytime and anywhere – in retail stores and through e-commerce.”
Both examples shows customer is the center of business strategy. Means thinking about others and others only isn’t it ?
I think I can go on and on in successful cases in the current market and in history.
Therefore we come up with the one simple business strategy that is
C = B, CUSTOMER = BUSINESS
Marketing is ……………….to be continue
5/5
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With no C, it means there’s no B!
That’s right Dr. Siddiqui, in running a business to be successful, we have to put ourselves in the customer shoe, and ask ourselves the type of questions that we expect the customers will ask to their self, so we can provide the best possible value that the customer expects.