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"Marketing makes change happen. If there is no change, the marketing didn't work."

For most companies and organizations, marketing drives business. As a marketer, you hold the
keys to creating lasting impact. Wield this power with intention, and great results will follow.

So, before anything else, take some time to reflect on your intentions and goals. Don’t worry yet
about how you’re going to accomplish them or if they will work. For now, just focus on clearly
identifying what kind of change you aim to make, and what successful change might look like

"At the heart of marketing, every time, is the promise."

Built into marketing is a promise: a promise that you’ll deliver something desirable. And your
customers often pay with their attention, trust, or credit cards before they know for sure if your
product or service is what they need or want.
Sometimes this promise is stated to the customer, while in many cases it’s an implicit promise.
An implicit promise is more powerful, because it’s not about a mere transaction. It’s not a simple
exchange and it’s not easily measured. It’s more powerful because it goes beyond all of these
things — it’s connected to the change you seek to make, and the psychographics and dreams of
the people who want that change.

Think about the promises your product or service might offer to a customer. Are these promises
explicit or implicit? Are they emotional or intellectual? Do you need a bigger promise or a more
specific promise (or more likely, a less specific one)?

(Slow down! Your quick answer probably isn't the useful answer. What's the promise of a Big
Four accounting firm? Of Chanel No. 5? It's rarely as specific or verbal or features-based as you
might initially guess. The promise of Uber to the early adopters: There's a magic button on your
phone. If you push it, a car will appear and take you wherever you want to go.

If the promise is bigger than the trust—and perceived risk—that's present, people will ignore
you.)