Marketing is about finding fans. Not customers.

Fans are passionate. They talk about you. They tell their friends about you. They don’t haggle over price. They forgive you.

Marketing isn’t about ad campaigns. It isn’t about creating content. It is about finding and serving your fans. 

Zappos. James and James. Apple. TOMS. They have fans. Not customers.

To find your fans you have to know exactly who you are. You need to know exactly what you do. And what you don't do. And you have to know why you do it.

To serve your fans you have to know exactly who they are. You need to know exactly what they are trying to do. And you have to know why they do it.

Then you need to invite them in. Open kimono. Give them ownership. 

Companies that don’t have fans are commodities. They rely on biz dev and sales people. They are one start-up competitor away from shutting their doors.