So this is sort of weird.

Keith Jennings was a beta reader for my new book Audacious: How Humans Win in an AI Marketing World (coming Feb 2025!). He was so moved and inspired by the book that he’s decided to make radical changes to reimagine his career. And unfortunately, part of that means taking a sabbatical as a co-host of my podcast!

I obviously hate to see Keith take the year off but I’m excited for his future and proud that my book had this profound impact on him.

This prompted us to devote his final episode to a discussion of career transformation. Both of us have reinvented our careers almost continuously, and in this show we consider three questions that enable relevant introspection:

1. Working ON something is very different than working IN it. Are you working on your career or in it?
2. Are you working at the top of your license? Are you so busy that it is keeping you from working at the top of your potential?
3. Are you working at the edge of your abilities? Are you in a trench of career sameness? Just mailing it in? Maybe it is time to unlearn what you’ve learned.

Keith always brings a compassionate, human view to the field of marketing and this episode will definitely challenge you to transform your career. Just click here to listen:

Click here to enjoy Marketing Companion Episode 303

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post Are You Playing Small? Three Questions That Transform Your Career appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Have you heard of social object theory? I think this is one of the most overlooked and even undiscovered marketing ideas. In fact, social objects are probably fueling a great deal of your marketing success!

Social objects come from a theory proposed by sociologist Karin Knorr Cetina. It creates a remarkably simple and useful ignition point for a word-of-mouth marketing effort.

You’re at a party, feeling awkward and out of place. Suddenly, you spot someone wearing a t-shirt from your favorite band. Bam! Instant connection. That t-shirt? It’s a social object – a conversation starter, a reason for people to interact.

Social objects are the glue that binds us together in the vast and often impersonal digital landscape. They’re the videos that pause our scrolling, the memes we can’t wait to share, the unique products we rave about to friends. A social object is anything that serves as a focal point for social interaction.

Without an object to trigger a topic, we’d have nothing of substance to talk about.

• When a stranger approaches someone and asks about their stylish shoes, the shoes are the social object.
• When people attend a marketing activation, the Olympics, or a music festival, the event is the social object.
• If you share this book with someone or post it on social media (yes, please!), the book becomes a social object.

Here’s where things get interesting. Many marketers view their content strategy as the starting point for a conversation, and it certainly can be. But if we broaden our marketing perspective to think of social objects as the “catalysts for connection,” we unlock endless new possibilities.

This is a topic worthy of more exploration, and Keith Jennings and I did just that on the new episode of The Marketing Companion. But we did more than discuss an idea. We started a master class on this idea as marketing strategy, unraveling critical components such as:

• gravitational pull
• critical mass
• emotional meaning

… which seem to be prerequisites for success. You won’t want to miss this extraordinary discussion!

Click here to enjoy Marketing Companion Episode 297

The story behind the photo: I love the comedy/drama Lilyhammer and especially the hilarious chracter Torgeir with his quirky hat that says “I Heart Girls.” I just knew that some day I would be able to work this into a blog post! Certainly, this hat would be considered a social object!

Keith Jennings first wrote about social objects in this post.

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide customers to their main message. We are here to support businesses in successfully navigating their digital presence and strengthening their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post Exploring the overlooked world of social objects appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

What business are you in? That is one of the most deceptively difficult questions you’ll face.

Here’s an example from my personal experience.

One of my first consulting customers was a regional telecom company. This was a company run by engineers who were proud of their ability to offer the very latest technology. But when I asked customers why they valued this company, they cared nothing for the technology. They valued reliability and the fact that this company would respond to issues even in the middle of the night.

My customer thought they were selling technology. However, the customer was buying a security blanket for their critical communication systems.

In the latest episode of The Marketing Companion, Keith Jennings and I explore the multidimensional question, “What business are you in?”

Theodore Levitt

We begin by discussing Theodore Levitt’s seminal article “Marketing Myopia,” published in the Harvard Business Review in 1960. One of the key questions Levitt posed in this article is, “What business are you in?” Levitt suggests that this question has profound implications for how companies understand their purpose, define their markets, and, ultimately, achieve long-term success.

Levitt argued that businesses often fail because they are too focused on their products rather than on their customers’ needs and desires. He used the term “marketing myopia” to describe this shortsightedness. Companies should not define themselves by the products they make but by the value they deliver to their customers. This shift in perspective can lead to a broader and more sustainable understanding of their market and competitive landscape.

Levitt’s question, “What business are you in?” forces companies to look beyond the immediate scope of their operations and products. It encourages them to think about the underlying needs they fulfill for their customers. This customer-centric approach is essential for innovation and growth. When businesses understand their core purpose, they are better equipped to adapt to changes in technology, consumer behavior, and market conditions.

A modern example of Levitt’s principle can be seen in companies like Apple. While Apple started as a computer manufacturer, it recognized early on that it was in the business of creating innovative technology solutions that enhance people’s lives. This broader vision has allowed Apple to expand into various markets, including music, smartphones, tablets, and wearables, continually redefining its business in response to technological advances and consumer demands.

The Marketing Companion episodes are short—30 minutes—but the conversation is expansive. Listen and learn how you might answer the question, “What business are you in?”

Click here to enjoy Marketing Companion episode 292

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post What business are you in … Really? appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

All over the web, I’m reading accounts about the ineffectiveness of purpose-driven marketing. Have marketers ruined everything again?

The story goes like this: Companies make claims of civil service, altruism, and environmental goodness and then don’t follow up with actions. Bad actors have been in the news so much many people — especially young people — don’t trust any corporate claims any more.

Now here is where it gets weird. Research shows that when your brand aligns with a consumer’s values — when you have shared meaning — it can be the highest driver of brand loyalty. So it’s not like we can ignore the issue. Purpose-driven marketing has to be part of the mix. But we need to tread carefully and find the new rules of the road.

The new episode of The Marketing Companion is all about purpose at the business level, the career level, and the personal level. In this episode Keith Jennings of Jackson Healthcare and I debate the causes of purpose erosion and the implications.

Keith always makes me think, and you won’t want to miss learning from him in this episode!

Click here to enjoy Marketing Companion episode 285

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy Unsplash.com

The post Why is there a backlash against purpose-driven marketing? appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Somebody in my community asked me, in the coming year, what are your plans to grow your business?

This question stopped me in my tracks for a moment because this year, I have no plans to grow my business. Isn’t that a strange and unexpected answer?

Might make a good story. So here it is.

A different view of success

I used to be a corporate pig-dog, climbing the corporate ladder. I was a high-flying executive being groomed for an executive position. And that meant quite a bit of stress along the way.

One time, I was in a corporate training program. We were out in a lodge in the middle of the woods, and we were supposed to talk about our feelings. But all I could think about was stress at the office. I didn’t want to talk about feelings.

The program trainer (who later became an important mentor and friend) sat beside me and said, “Mark, I can see you’re struggling with this. What would you say is the feeling you experience most of the time?”

That was easy. I answered, “Anxiety.” And I was certainly feeling it at that moment!

I decided to be a smart ass and ask him, “Well, what’s the feeling you have most of the time?” Without missing a beat, he said with twinkling eyes, “joy.” I knew he was right. He had a constant serenity about him.

This moment changed my life forever because I was ashamed to be living a life ruled by anxiety. From that moment on, I vowed to make more decisions based on joy, rather than career opportunities or money.

If you ever see me at my desk in a video or Zoom call, you’ll see big silver letters that say JOY right above my head. That’s why.

Starting my own thing

That was also the moment I started stepping down from the corporate ladder and more toward a life that would help me be a better husband and father. Eventually, I decided to go out on my own and start my own business.

I want to emphasize that I had a fantastic corporate career. I always had an entrepreneurial bent, but I was very happy in the corporate environment, where I benefited from great leaders and friendships. But I got to a point where I couldn’t keep growing down the joyful path on the corporate track.

From the start, when I went out on my own, I made choices for joy. I wanted to keep it small and focus on meaningful work instead of managing employees. I found great people to work with who became like family to me. Personal chemistry can increase joy or destroy it faster than anything.

I don’t look at the books

I did not have a master plan to grow my personal brand into what it is today. I just made smart decisions along the way, and it led to business growth. That’s a story for another day. I want to stick to the theme of joy.

I’ve now had my own business for 15 years. About seven years ago, I made another unusual decision. I stopped looking at QuickBooks, the program I use to track sales. I was becoming too obsessed with beating the numbers, and this was making me unhappy. So I stopped.

To this day, I only look at the accounting statements one time — at the end of the year — to see how we did. I know the rhythm of the business. I know how the money is flowing without obsessing over it. I make decisions to work with people I love on rewarding projects.

My keyword

Here is word I dwell on a lot, especially since the pandemic: Contentment.

When the pandemic hit, my business went to zero, as did a lot of vacation plans! I was miserable, but I still had so much to be grateful for.

I thought a lot about my grandfather, a plumber. He never had a new car or a color TV. As far as I know, he only went on one vacation in his life, to the beach — which he hated. And yet, he was one of the happiest men I’ve ever known. He loved a good bowl of soup. His rose garden. Having a beer with friends.

He never complained, even in the hard times, and always smiled. He was content. He is still my role model in that way. It’s a way to infuse joy into daily life.

The zero growth strategy

This brings us to today when I no longer care how much my business is growing.

Here is one of the worst quotes in all of business: “If you’re not growing, you’re dying.”

Man, we’re all dying. I think a lot of people are probably dying faster than the rest because they’re focused on growing a business instead of growing a life.

People come to me with new business opportunities all the time, I usually say no. While I am grateful, new levels of activity will probably also lead away from contentment. I leave a lot of money on the table. I’m not bothered. I’m OK.

Reality check

I don’t want you to think I’m some Zen Master who stares into candles all day. I work hard on my business, but I love every minute of it. I have fun every day.

There’s really no work-life balance. It’s all life. You just pick and choose your priorities.

I also want to emphasize that I am in a phase of life that might be different for you. In fact, I’m probably the oldest person in the room. I had to save for my kid’s college, I had to pay off the mortgage, and healthcare bills.

I didn’t arrive at this place all at once. Remember, I started as a corporate pig-dog. It was a trajectory based on a decision to choose joy. I’m still evolving.

If you’d like to hear more about this journey, please listen to my podcast conversation with the amazing Keith Jennings. Together, we dissect the five stages of careers and how it has applied to our lives. Every conversation with Keith is a gift and you’ll learn a lot from this!

Click here to enjoy Marketing Companion episode 279!

Please support our sponsors who bring you this amazing episode!

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post From Paycheck to Purpose: Why I Stopped Growing My Business appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Like nearly every person who took a college economics class, I grew up in the Milton Friedman school of corporate thinking: A business should serve its shareholders … and that’s it. There wasn’t much room for environmental activism, community outreach, or charitable generosity.

Friedman

Obviously, times have changed. Business is more than making money. HOW you make the money also counts, at least most of the time.

Milton Friedman was a Nobel-Prize-winning economist, but his most famous statement was swept away forever in 2018. The world’s largest investment firm, BlackRock, shook Wall Street with an edict to business leaders that companies need to do more than make profits – they also need to contribute to society if they expected to receive support from the investment company.

The BlackRock CEO wrote, “Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society.”

He said that if a company doesn’t engage with the community and have a sense of purpose, “it will ultimately lose the license to operate from key stakeholders.”

The New York Times called this a watershed moment, one that raises all sorts of questions about the very nature of capitalism. The world’s largest investor saying that companies have to be about more than money – and declaring that it plans to hold them accountable – is a bracing example of the evolution of corporate America and the undeniable impact of civic responsibility.

The Generosity Paradox

We are in a period of time where generosity is a two-edged sword. Tom’s Shoes found this out the hard way.

Beginning in 2006, the company gave away one pair of shoes for every pair it sold. The one-for-one model is straightforward and self-explanatory; you buy a pair of shoes, and one is given away. Toms has been called the pioneer of this model; whether they invented it is not as important as the attention they brought to it.

One for One created contagious word-of-mouth marketing for Toms. Consumers felt good about making a purchase, and the cool-looking shoes served as a badge of giving honor, letting everyone in the world know that the wearer is a charitable citizen of the world.

But the whole thing backfired, and it started with one comment on the company’s Facebook page:

You should know that when you buy a pair of Tom’s Shoes, they ship a pair to a developing country, which undermines the ecomony there and can cause local vendors to have to shut down. Most families in developing countries are large so that is a number of people who are no longer receiving support. I have lived in the deepest darkest depths of Africa (Sudan) and no one is going shoeless. Tom’s does more harm than good.

Tom’s was not solving the root problem. They appeared to be generous but were actually doing harm to local economies in developing countries. The company eventually ended the One for One program.

Although this was a well-known case study, we live in a world that has a heightened sensitivity to greenwashing and over-hyped generosity.

How to be Generous the RIGHT WAY

My Marketing Companion Co-Host Keith Jennings has studied the psychological, sociological, and economic aspects of generosity like few other humans on earth. I guess you could say it’s his job since he’s vice president of community impact for Jackson Healthcare.

This was an exceptional opportunity to explore the business case for generosity. Some of the highlights of this show include:

• Why “giving back” is a potentially harmful phrase
• How acts of generosity affect us (physiologically and psychologically)
• Why not all acts of generosity are equal when it comes to our wellbeing
• Why the smart move might be no promotion at all
• How the ROI of generosity shows up in unexpected ways

Yes, this is a remarkable show!

If you really want to geek out on this topic, don’t miss Keith’s new five-episode podcast: Generosity at Work. It is a remarkable piece of research and storytelling that made me re-consider generosity in my own life.

Click to hear The Paradox of Generosity Episode 273

Please support our sponsors who bring you this amazing episode!

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Build Your Brand with the Architects

Introducing a research-first podcast that builds revenue, not condos — The Marketing Architects!  Keep up with the biggest marketing trends and news through discussions based in marketing, psychology, and economics research. Along the way, learn about marketing accountability, category leadership, brand-building, and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies that have actually been proven to work.

Illustration courtesy MidJourney

The post The Generosity Paradox: Why Corporate Giving Can Be Perilous appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

What’s the difference between your brand story versus your business narrative? Turns out, everything. And it has vast implications for your marketing strategy, personal brand, and even your effectiveness as a leader.

Lucky for us, my friend Keith Jennings has been studying the art of the business narrative for many years and provides his wisdom on the latest episode of The Marketing Companion podcast.

The “story” is important … but it’s about the past. Your business narrative is about where you’re heading and where you want people to go with you.

Much of our careers as marketers depend on an ability to get people to try, buy or donate to things that might seem unnecessary or inconvenient. Selling powerful ideas is hard work that demands head and heart.

Whether you’re in marketing, sales, fundraising, recruitment, volunteerism, leadership, or even a parent, your success depends on your ability to get others to take action, whether that’s trying, buying, changing, donating, or doing something new.

The problem is that it is becoming almost impossible to connect to people in the moment when there are so many fun distractions in this digital world — especially when you’re trying to tell them or sell them.

But there is a way to overcome this if you know the role of business narrative.

Me-We-They-You-Us

In the podcast episode, Keith and I discuss several models that can be used to frame your personal narrative. One of the ideas is framing your narrative in a specific format that is attributed to Andy Stanley, the founder and senior pastor of North Point Ministries in Atlanta.

In a business context, we can frame our business narratives using Me-We-They-You-Us:

1. Me: Let me tell you about a problem I’ve had
2. We: I’ll bet you’ve experienced this problem too
3. They: Here’s what authorities on this topic have to say
4. You: Here are some steps you can take to address the problem
5. Us: Imagine how much better things would be if we all addressed this problem

Here’s an example of how that might work. Let’s say I wanted to spread a message about the positive benefits of servant leadership. In this framework, it might look like this:

1. Me: I want to be successful in my work. But I want that success to mean something and matter to others.
2. We: I’ll bet you wrestle with the same tension.
3. They: The latest research reveals that serving others in and beyond your job impacts your success, happiness, and sense of purpose.
4. You: Here are some steps you can take today to start serving others.
5. Us: Imagine if every associate in our company put others first and actively contributed to the well-being of others.

That’s a pretty powerful message!

The business narrative and you

This little tool is just the tip of the iceberg in this show. We also cover:

• How the business narrative framework can be adapted to the personal brand
• The difference between story frameworks in Western and Eastern culture
• How this connects to inclusive marketing
• The difference between “knowing” and “knowing of” as a method of influence

This conversation was so vast that I decided to keep the mic running AFTER the show was over. That’s why this episode is nearly an hour compared to the normal 30 minutes of our show.

It’s one of my favorite episodes ever, and I guarantee that you will be taking notes on this one. Just click here to join in:

Click to Listen to Episode 277

Resources mentioned in this show:

Mark’s Personal Branding Master Class

Where today’s hurt meets tomorrow’s hope (narrative vs story)

The real reason people are quitting their jobs and what it means to marketing

Here is a YouTube video of a young man using Marshall Ganz’s public narrative format to activate people to a cause.

Here is a downloadable PDF from Ganz on public narrative.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Today’s image courtesy MidJourney

The post Master the Art of Business Narrative: A Game-Changer for Marketers appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

In the last few years, there has been a lot of attention placed on bringing the “whole self” to the workplace as a leader, a marketer, and an employee.

Much of this discussion was kicked off with a book by consultant Mike Robbins called (of course) Bring Your Whole Self to Work.  According to Robbins, it’s “essential” to create a work environment “where people feel safe enough to bring all of who they are to work.” An entire issue of the Harvard Business Review has been devoted to the subject. In this new workplace, you don’t have to keep your head down and do your job. Instead, you “bring your whole self to work” — personality flaws, vulnerabilities, idiosyncratic mantras, and all.

Every time I hear this advice, I cringe a little as my family or origin narrative plays in my head: “My personal life is really none of your business!”

Somewhere between “get off my lawn” and sharing every thought in your head is the true balance that helps you become an authentic and effective leader.

I understand that vulnerability in the workplace must be encouraged when it dovetails with efforts to encourage corporate diversity, equity and inclusion (DEI) and other workplace programs. There is strength in an environment where employees feel comfortable expressing aspects of their identity in the workplace, even when irrelevant to the specific work at hand.

But I still, I don’t think any employer or customer deserves — or really wants — all of me. I want to bring the best of me to work and leave the crabby parts at home. In a professional environment, isn’t that a better expectation?

I want to be sensitive to new workplace trends and needs, but I think the “whole self” movement is rather  overboard and my friend Keith Jennings agrees. We discuss what we believe to be a better and more productive balance in this new episode of The Marketing Companion.

It will surely make you think — and perhaps you’ll even disagree, but the discussion is worth your time! All you have to do is click the link to join in!

Click here to listen to Episode 271

Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling marketing books and is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram.

Illustration courtesy MidJourney

The post What the “Whole Self” Movement Means to Marketers appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Remarkably, over 10 years of The Marketing Companion podcast and hundreds of episodes, I have never covered marketing best practices for nonprofits!

My friend Keith Jennings is the perfect person to break this cycle and bring us up to date on the nonprofit world. As vice president of community impact for Jackson Healthcare, Keith develops programs to help nonprofits adjust and thrive in a fast-changing world.

He describes his job as “losing sleep” over ideas of how to use marketing to activate people in the nonprofit world. A few stats from the current state of nonprofits:

• In 2021, giving grew by 4%, even with challenging economic conditions.
• Memberships still matter. Cultural nonprofits generated 53% of their online revenue from memberships, while Public Media generated 100% from memberships.
• 45% of donors are donating to crowdfunding campaigns that benefit nonprofits.
• 56% also donate through online stores that benefit NPOs. Consider creating an online store for your nonprofit if you don’t already have one.
• NFTs are taking off as a way to raise money for your nonprofit. Unsilenced Voices sets up NFT art competitions for the girls in their program to draw/paint pictures. The nonprofit mints and sells them to fund school tuition, supplies, and lunch for the girls.

With his background in marketing, Keith is the perfect person to help us assess practical and actionable marketing best practices for nonprofits.

Keith and I dig deep into:

• Psychology of motivation
• Role of community to help donors become part of the change narrative
• The importance of “calls to public,” “calls to donor,” and “calls to government”
• Impact of the size of the nonprofit
• Creating an ongoing dialogue instead of annual campaign
• The advantage of embedded emotion
• Prioritizing marketing tactics with changing demographics
• Importance of word of mouth marketing
• Moving from promotion to product-centered nonprofit businesses
• The enlightened aid-to-trade pathway
• Sustaining momentum through PR and advertising
• Applying “jobs to be done” theory to nonprofits
• Assessing the ideal nonprofit marketing budget

Click on this link to listen to hear Episode 266

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Illustration courtesy Unsplash.com

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