Unless warned otherwise, the people responsible for marketing a service almost always will take up where they left off the last time they thought about marketing.
Everyone will assume that the company is in the right business, basically organized the right way, and staffed as it should be staffed, give or take a few thorns in everyone’s side.
And everyone’s focus for marketing for this year immediately will turn to ‘How do we sell this?’
Instead, everyone should start at ground zero. They should ask, ‘Is this viable anymore? Is this what the world wants?’”
– Harry Beckwith, Selling the Invisible
