Good marketers make their marketing different.
Great marketers make their marketing specific.
Which is why it’s different by default.
Great marketing doesn’t bother to make anything different. They make a special product that does special things for special people. And that’s why it is different.
Good marketers get creative. Great marketers get specific – about the people they serve, their struggles, their desires and a solution bridges both.
Great marketing is largely rigorous revelation work.