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Search for the term "marketing" on Google and you'll get more than 1.8 billion results. That's equivalent to everyone in the United States writing five articles on marketing! It's insane to think there are that many great ideas on the topic of marketing when I just finished watching millions of dollars get wasted on 30-second ad spots during the Super Bowl. Who are these "experts" writing and talking about marketing, and to whom should you listen?
The real answer is that they are no different than you — they just have more free time. And quite frankly, you should only listen to very few of them. The real experts you should be listening to are your customers.
We seek out experts because of an age-old question, "How do I get better?" In business, we ask the same question, but instead we phrase it as follows, "How do I make more revenue?" Both of these questions are founded on the same idea — that better equals more. I'm not disagreeing with this, but I am disagreeing with what better means, because it's not what is better for you, but what is better for your consumers that really matters. This is the big issue I have with many marketers and many marketing experts. They are focused on what they think and not what the consumers think.
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