“Good marketing meets people where they are.”

That’s a great line from Steve MacDonald.

The ultimate KPI is whether your positioning, story, idea, campaign, or product gets in front of the people who matter to you.

As marketers, we’re obsessed with tools, hacks, and channels. They’re important but they’re are short cuts and delivery mechanisms.

It’s not how you deliver marketing but how prospects and customers react when they see it. Focus more on the people who matter: prospects, customers, partners, employees, or investors.

They’ll tell you what they need to know, their aspirations and problems to be solved, the jobs to be done, and how to connect with them.

By listening carefully, marketing becomes a lot easier. It’s less about guessing and more about knowing what to do and where to do it.

While templates, tools, and technology are important, a lot of success comes down to marketing fundaments.