“The task of marketing is a never-ending exercise in reduction,” said Terry O’Reilly, the author of a new marketing book titled This I Know: Marketing Lessons from Under the Influence. From my 4 years of running a marketing company and working with over 50 clients, I can say that this is the truth. When it comes to a business, it’s about communicating the core of a business in one simple sentence. When it comes to the company’s advertising, it’s about simplifying the message or idea down to its essence.
What’s the most important question in business? That’s the premise of the book I’m reading by Ian Chamandy, who also spoke at The Art of Sales conference I attended two weeks ago. This book is challenging how I view business and marketing. It’s a book that I recommend every business owner and leader to read.