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What's More Important -- Product Development or Marketing?

I have had an interesting entrepreneurial career of learning how to combine product development and marketing skills to achieve ultimate business success. This unorthodox trial and error background then led me to form a unique marketing joint venture model in my advertising and design businesses where I would form a partnership and take a risk with some of my clients. 

Ask your marketing firm if they would take a chance on you? Most wouldn't think of it but some savvy clients are now demanding some form of this concept. The old "What's your budget and I'll spend it creatively for you" doesn't cut the mustard in today's competitive marketplace and economic environment.

This mode of operation taught me to focus on results rather than winning awards and I became very motivated to do the best work possible primarily because I did not profit if the venture was unsuccessful. It also became evident that a business has to be running on all cylinders for ultimate success. Great marketing with a bad product, poor management or being under capitalized, to name only a few short comings, is usually doomed to failure. This forced me to get involved in the total venture and help solve problems, wherever they were, as soon as they cropped up.

My focus shifted from how creative we could be to how successful we could be and steady measurable business development became paramount. I was involved in many first's and learned that being clear when promoting them was more important than being clever. This is not to say that we did not include some out of the box concepts but they were only used after a strategic plan was in place. This road map did not assure success but it certainly improved the odds in our favor.

Also, the wise ole' adage to build what you know they want rather than what you think they will buy became very apparent. After suffering through a few of these debacles and letting the entrepreneurs and inventors try to convince us "The product was so good it will sell itself" we had to put some sound marketing principles in place that were driven by a lot of research and strategic planning.

I thought I would let our readers in on some of the crazy adventures I have been involved in by going to my Pinterest page at Now you know why my title at ZAP Marketing Partners is "Chief Spark Creator".

1 Comment to What's More Important -- Product Development or Marketing?:

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reflexology course on Friday, February 13, 2015 11:48 AM
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