The Proper Marketing Club reposted this
A small detour for entrepreneurs only. Since designing the Marketingland Map, it's been shared thousands of times and used by global & local brands internally for training and guidance. It's a proven "map" of marketing effectiveness based on research & results. There will always be people who want to take shortcuts like jumping from targeting to promotion because it's more fun and it shows the company that we're doing something. But in the same way there's a big difference between being busy and being productive, there's also a big difference between doing something and effectiveness. So I'll only allow one shortcut and it's a temporary one and only for entrepreneurs and start-ups. When you have your product idea or MVP, zap yourself with the Men in Black taser and forget you've created it. Go back to market orientation and start from there. The objective is then to see how close your initial product/offering and intended positioning is to what it should be. My guess is, on average you'll be 50% right at best which leaves a lot on the table. Fail fast is for amateurs, do the homework and succeed faster.