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Notes on marketing that makes sense.

Straight talk on diagnosing before prescribing, why generic playbooks fail, and treating marketing as a routine instead of a gamble.

Most marketing fails because someone prescribed a solution before examining the business. A diagnostic finds the real problem first.

Two businesses in the same industry with the same revenue can need opposite marketing strategies. Here's why templates fail and diagnosis works.

Businesses treat marketing as a series of events. Results come from routine, the way accounting does.