Marketing Strategy Rule #1: Follow the money …

When diagnosing a current marketing strategy or developing a new one, most marketers jump right in to thinking about market segments, products, or ads.


I  encourage my students to always, always, always start with an analytical understanding of the business economics: how companies make money in the business.

It’s “Ken’s Rule #1” of strategy …


Historical note: During Nixon’s Watergate scandal, a source to Washington Post’s Woodward and Bernstein – nicknamed “Deepthroat” – kept telling the investigative journalists to “follow the money”.  That advice coined the now popular expression.

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