Thunder to Lightning: Why Marketing Needs a Purpose

If we want to change minds and articulate actual value, we must have a specific target in mind, a clear focus that binds our messages together and unifies our entire organization.

There were once three statisticians who went hunting in the woods.

Before long, one pointed to a plump bird in a tree, and the three stopped and took aim.

The first fired, missing by a couple of inches to the left.

The second fired but also missed, a couple of inches to the right.

The third put down his gun, exclaiming, "Great shooting, gents, on average, I…