I attend many marketing conferences and invariably
find that I’m the only one in attendance who
seems to be talking about creating products;
everyone else is talking about promotion. At one
such marketing conference, an attendee in the
front row asked every single speaker, “How does
what you’ve talked about generate awareness and
leads?” He didn’t know what to ask me because I
hadn’t once used any of the marketing keywords:
awareness, leads, campaigns, programs, spin, or
buzz. Apparently to him I was a product guy and
not a marketing guy. But promotion isn’t marketing.