When we started this business 20 years ago, I just wanted marketing to work like the manufacturing processes I had led for decades. Input. Action. Result. The frustration I experienced and still struggle with today is that marketing is the most non-linear process in my business. The activities that gave us fruit for two years stop working. Then a random encounter on a bike ride leads to one of our biggest contracts ever. How do we know what to work on? Here are a few things w
