Don't Sell Sand in the Desert!

"Marketing is an innovation". Gone are the days when marketing is comprehended as advertising. Obeying conservative methods won’t be smooth sailing anymore. It has to be changed. Sticking to conventional methods is like hanging on the ladder's bottom rung. We would want to climb the ladder. Remember that we can’t sell sand in the desert because it is like a square peg in a round role. A person will hanker for water instead. So we marketers have to know what to sell and what not to sell. 

"Marketing is a journey". To know what to sell in the desert. We have to sail the desert and analyze it. We have to know what people in the desert want. Sometimes, we don’t know what people want as well as people don't know what they want. For that, if we sail the desert, we might infer that we need water. At times, we marketers have to follow ethnographic research. Marketing is standing in the shoes of the customer. The water is inexpensive in the forest but it is pricey in the desert. Find your league to own it. 

“Marketing is walking the talk” - Marketing is not just promising things to avoid loathing in particulars. Marketing is where we walk the talk. We have to do what we have promised to do. Promises are not meant to be broken. They are meant to be contented. Selling the same that other people sell will not be going to work out anymore. Providing value that other people can't replicate will boom. You have to sell what other people don't sell but it should have some demand. "Marketing is creating a demand".