“Good marketing meets people where they are.”

That’s a beauty line from Steve MacDonald.

The ultimate KPI is (sorry, data geeks) whether your messaging, story, idea, or product gets in front of the people who matter to you.

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

It’s not how you get there but how prospects and customers react when they get there.

Focus more on the people who matter: prospects and customers.

They’ll tell you what they need to know, what they want to do, the jobs to be done, and how to connect with them.

By listening carefully, marketing becomes a whole lot easier.