Which Side Do You Want to Be On?

When books present you with “The 5 Rules,” “The 3 Steps” or “The

12 Steps to Success,” you know damn well it’s all bullshit. The coaches

behind the various million-dollar academies behind lead generation, re-

imbursement strategy or network marketing may do very well for them-

selves, but they won’t actually help you make any money.

Yet how many are out there still insisting on using this bait?

Simply because — ever since we were simply strange fish with a de-

sire to get out of the water — we seek the simplest solution to achieve a

complex result.

Yet the Bible clearly states that pain and fatigue are the price to pay

for eating the apple from the tree of knowledge. At that point, wasn’t it

better to be idiots in heaven or fish in an aquarium?

The only way to get good results is through commitment, effort, and pain.

This includes a commitment not to follow the “amazing” recipes of

fluff-gurus and carnival barkers, and to instead make the effort to learn

step by step the pain of making mistakes, of falling and getting up with

lactic acid burning in your legs, but staring at the finish line.

In marketing, there are no shortcuts, just like there are no short-

cuts to learning to run 100 meters in less than 10 seconds or to be-

come an architect, astronaut, or surgeon.

In this complex scenario you have two choices: choose the simple life, trusting

consultants who teach you how to become a millionaire in a

day, or face the complicated life that makes you sweat for every grain of wheat,

though the bread will then taste of your tenacity.

I believe that Marketing is the art of making a product, a concept, a work, or a per-

formance so desirable that selling it is almost a transactional operation.

Marketing is not about “advertising” or “creating needs,” and especially not

“deceiving consumers”.

Good marketing listens to the buyers’ dreams and desires and

gives them a safe way to reach them.

Which Side Do You Want to Be On?