Marketing do diligence I call it and it has implications particularly for the investment market. The best chief executives in the world what they do ladies and gentlemen they actually prove that they’re creating and share all the values or their strategies and they go and they discuss that with the investment community. And guess what, the investment community invests in them.
It’s ever so simple really, as opposed all the forecast and budgets and fantasy land that a lot of companies just throw out to this and they stuck and say we don’t believe you, thank you very much. And then of course everyone says it’s the stock exchange at short terms you also with notes now, this are managers that are short term. Long term profitability and short term profitability are not mutually explosive never have been and never will be. I mean it’s quite good also for strategy makers particularly marketing strategy makers and I like this, it’s a way to prove your worth to the board by talking a grown up language. And I don’t really worry too much about this but to prove your value to the boss, I'm much more concern about actually having a grown up conversation with your board of directors.
And this I though you would all like, marketers and were all marketers. Were torn between two groups which ones are contradictory, you’ve got costumers who want the most value and utility for the least cost, there is nothing wrong with that. And you’ve got share holders who want the biggest return on the lowest investment and risk there is nothing with that either.
Neither groups isn't loyal if they can do better else where might should they be. And the scale share holders pay us for in the marketing community is the ability to use their funds better than other marketers. These scales manifest themselves when costumer see our officers meeting that shifting need better than competing office the trick is to do this continuously. So isn't marketing easy ladies and gentleman, but it is easy that’s all you’ve got to do.
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