𝐄𝐯𝐞𝐫𝐲 𝐂𝐄𝐎 𝐦𝐮𝐬𝐭 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠
Daniel is a well-respected CEO of a well reputable business, known for his sharp business acumen and risk-taking attitude. He had built his business from the ground up, transforming it from a garage startup to one of the city’s most promising business organisations worldwide. Yet, for all his accomplishments, Daniel had one blind spot. He doesn't have any knowledge as regarding marketing .
Daniel believed that if a product was good enough, it would sell itself. Why waste resources on campaigns, social media influencers, or flashy advertisements? He figured word of mouth would be enough to drive his business forward.
One day, Daniel’s old friend and marketing expert, Emily, dropped by his office. They had lunch and reminisced about their early struggles, but the conversation soon shifted to business.
“Dan, I’ve been watching your business grow, and I have to admit, I’m impressed,” Emily began, her eyes full of admiration. “But I’ve noticed something…you’re missing out on a major piece of the puzzle.”
Daniel raised an eyebrow. “Missing out? Emily, we’ve got a solid product. People love it. That’s what counts.”
“That’s true,” Emily nodded. “But let me ask you something. How are new customers finding out about it? How are you building relationships with them? More importantly, how are you positioning your firm as not just another business firm, but the business firm that everyone should know?”
Daniel paused, unsure where she was going.
“Dan, you’ve got a great product, but in today’s world, the best products don’t always win. The best-marketed ones do. As a CEO, you need to think like a marketer. You need to understand your audience’s needs, pain points, and desires. Your company’s growth depends on more than just the products you build. It’s about creating a brand that people connect with, trust, and want to advocate for.”
Emily’s words hung in the air as Daniel considered them. She continued, “Take Apple, for example. Their products are top-notch, but what really sets them apart is how they market themselves. They create an emotional connection with their customers. They don’t just sell gadgets, they sell a lifestyle, a belief in innovation.”
She leaned in, her voice serious. “Marketing is not just about advertising; it’s about storytelling. It’s about positioning your company in a way that makes people want to be a part of it. CEOs who think like marketers understand that. They see the bigger picture,they build trust, engage with their audience, and create loyalty.”
Daniel frowned. “But marketing is your job, isn’t it?”
Emily smiled. “It is. But the most successful CEOs know how to wear multiple hats. They understand that marketing isn’t just an add-on, it’s the driving force that moves businesses forward. You can have the best business in the world, but if no one knows about it, or if people don’t feel connected to it, it won’t grow.”
Daniel leaned back, nodding slowly. He had always seen marketing as a separate function of the business, something to leave to others. But now he realized Emily was right. As a CEO, he needed to champion his brand, embody its values, and connect with his audience. He needed to think like a marketer.
And so, Daniel decided to shift his approach. He worked closely with Emily to redefine his businesses marketing strategy, ensuring it aligned with their core values and spoke directly to their audience. It wasn’t long before the company saw a huge growth in both customer engagement and revenue.
Daniel learned that being a CEO meant more than running the business, it meant being the storyteller, the visionary, and the marketer.
As a CEO, marketing should be something you don't joke with. It's a core aspect of your business or organisation. Learn marketing and watch your business grow.
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Idayat Abimbola
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