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