We use the “ladder” to keep asking the question “why” until we get to the ultimate goal of your key message(s) which are to meet a desire or need.
I challenged myself to ask why and continue to ask why – specifically about Beks Marketing. Why does it exist? Why does it need to exist?
I’ve worked with smaller organizations for most of my marketing career, and noticed an interesting phenomenon crop up from time to time. Perhaps by identifying it, we can generate discussion or even take away its power.
I’m talking about fear.