Marketing is NOT about Activities

What are the kinds of images you conjure up when you hear the word Marketing? Most people, when they hear the word, picture flyers being stuck on walls, brochures handed down to people and advertising placed in the newspaper, among others.

Marketing is not about doing activities. It's about communicating. More specifically, marketing is about communicating the right message, to the right audience, at the right time. Because of this basic misunderstanding, we don't spend enough time on what we should be communicating and too much time communicating anything. In other words, we spend too much time doing marketing activities rather than taking the time to think about what we should be communicating and to whom we should be communicating that message.