The Only Truth That Matters

Everyone's faking it.

Your competitors. The marketing guru on LinkedIn. The hustle bro on X.

Even the CMO at that Fortune 500 company.

We're all making it up as we go.

But here's the thing... Some of us have been in the trenches long enough to stop guessing about a few critical things.

The good thing about being in the trenches is that you end up knowing some things absolutely.

You know that everything in marketing starts with the ICP, not your product/service. (market-first approach)

Even the best marketing will fail if the customer is not ready to buy. (message not meeting them where they are)

When an "offer" is right and when it is wrong. (USP + customer who needs the benefits offered by said USP + messaging that articulates it all)

You know that doing what you say you will do is an absolute virtue.

And passing the buck when something goes awry is bad.

In marketing and business where few things are for certain (we don't even know which top AI executive is with which company!), that's pretty satisfying still... to know SOME things for certain.