Great post over at A Clear Eye, Tom Asacker’s blog.
He takes the classic example of a glass of water being half-full or half-empty and shows how many different people would look at it, including the government, a banker, a philosopher – you get the point. He finishes with asking how a marketer would answer that question.
I think the marketer should ask “Who’s Thirsty?” Every other marketing question will lean on knowing the answer to that. Then I think you’ve got to be disciplined enough to ask if this glass of water is what they really want, or would they be better off if you found them something else? The first step in marketing a product is determining if the product is worth marketing.