1. All marketing should be centered on one thing: What you believe. As Simon Sinek says, always start with “why.”

  2. Marketing is not a tactical Band-Aid. It should be integrated with everything you do, from support to sales.

  3. External communications should spring from your core message. That message should be grounded in the why.

  4. If you market everything, you market nothing. Bullet-point marketing is akin to throwing up on customers.

  5. Great marketing is rooted in storytelling. Everybody, every brand and everything has a story to tell.

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