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Why Most Marketing Fails
The success of Starbucks and Southwest Airlines has less to do with coffee and airplanes than with sound strategy and flawless execution.
by Len Blackstone

Iíve been in business for nearly three decades and, not surprisingly, Iíve seen a lot of marketing campaigns Ė both good and bad. Through these years, Iíve been fortunate enough to work with some of Americaís finest business leaders and have seen firsthand many of them enjoy significant returns on their marketing investments.

But, Iíve also seen thousands of dollars wasted every year in ineffective marketing. And, I know why.

Most marketing fails because leaders too often confuse strategy and tactics. They are not the same. If you print a brochure, develop an ad, produce a TV spot, or send a direct mail piece, youíre not acting strategically. Youíre implementing tactics. To achieve long term marketing growth in your organization, you must execute tactics. But these tactics must be built upon sound strategy.

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