Why Marketing is Secondary to Identity

The number one mistake most marketers make is they make marketing the most important thing. It's not. It's secondary. First, you have to take a look at the identity of the entrepreneur or business. So what you have to do is take a look at the founder or the team and map their identity. So make sure you take tests, maybe find their big five and self determination theory, stuff like that. Scientifically proven tests. Because when you've mapped out their identity, you can map the marketing onto that identity. And then the marketing input and output will be much more valuable because they are standing behind it and they have the feeling they are doing it in the right way, in their way.