It's a very common myth in Silicon Valley that the best marketing strategy is a great product. Meaning, if you build a great product customers will find you, share your product with friends, and stay with you. This is why the emphasis of almost every startup is on

"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business." - Peter Drucker When Drucker formulated that the

What does it mean to create a customer? A better question: How do you create a customer?  To create a customer means to identify the need, create the demand in the market, and design a product or service that fulfills this demand. Ultimately, the customer determines the value of the

".... Marketing is too important to be left to the marketing people."- David Packard, founder of Hewlett-Packard The purpose of the business is the core around which all organizations, for-profit and nonprofit, are built. Having the wrong core leads to wrong strategies based on incorrect principles. It is