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We’ve all heard this time in history described as “unprecedented,” “challenging,” “scary,”… the list goes on. We’ve also heard positive notes of “slowing down,” “appreciating the little things,” “connecting with family”… this list also goes on. For me, my thoughts and feelings regarding the COVID-19 global pandemic change daily, if not hourly, as I assume everyone’s do. But I truly believe that at the end of the day, we all have to be doing our best to come out of this as better, stronger, more compassionate humans.

Let’s choose to look at this time as an OPPORTUNITY. Yes, businesses are nervous and worried about the future, and rightfully so. However, this time we’ve been given is shouting, “TRY SOMETHING NEW!” This is the time! This is the time to be innovative, creative, and maybe even a little bit risky.

I recently read an article on Forbes.com that caught my attention. The article was arguing the importance of marketing, and how marketing in recent years has become severely undervalued (and underfunded) in the business world. The article clearly laid out the American Marketing Association’s definition of marketing:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
(1) Marketing Matters Now More Than Ever

I noticed that there is nothing about “selling” or “closing a sale” at the end of the definition. There’s a reason for that: marketing is not selling.

Innovation & Growth in Challenging Times

Why Marketing is More Than Selling

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