There is an old saying that claims if you invent a better mousetrap the world will beat a path to your door. What they don't tell you is that you have to spend money telling people what you have done. And that's the 'advertising budget' bit.

It is a pre-requisite that you have a product/service that stands up to scrutiny and that your business model works. It now comes down to finding customers, selling to them, satisfying them and retaining them. Easy? The subject fills a thousand textbooks and supports training establishments the world over. Selling is big business but without it you can't win. The whole of your business staff have to become sales orientated.

Many companies that go through the process find it productive and even educational. Positioning a company, its brand, its ethos and its offering in a way that balances with the market opportunity brings a more confident and relaxed atmosphere, it also brings a common direction that all employees can sign up to and provides a measure of your competitors. Internal marketing communications are every bit as important as external marketing communications. Companies who focus on their positioning find it easier to build new initiatives and develop their businesses successfully. Marketing has many faces and every one of them is looking at your customer.