It takes guts to Zag

For us, marketing is simply a clear expression of who you are, what you do, and why you care using a language that people can understand.

This is really the only way to drive hard into a niche, and the only way to be a beacon to the kinds of clients you actually want to work with. Imagine, coming to work every day and having clients, customers and patrons that you really enjoy, and who really value you. That should be everyone's ultimate goal. And yes, money is a byproduct. The most successful businesses in the world, large and small, are founded on a deeper connection with people. (Apple, TOMS, MailChimp, Imogene+Willie, you get the idea...)

White-lying is the dying marketing method. It represents little-to-no moral compass, as it's driven by the sole desire to get someone to buy. Manipulation that uses our deepest emotions to drive us toward a sale is not a long-term strategy. To succeed and be fulfilled, businesses have to have a mind toward building Customer Lifetime Value based on meaningful relationship.

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