If it’s broken, it’s Marketing’s fault

tl;dr: If there’s a problem inside an organization, it’s probably because Marketing didn’t do its job. A working theory.

Peter Drucker once said:

Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation.  Marketing and innovation produce results; all the rest are costs.

Marketing is the distinguishing, unique function of the business.” 

Peter Drucker – 1973

If Marketing is the thread that connects all the pieces of an organization together, it stands to reason that if things are not operating in a harmonious way, there’s a Marketing problem somewhere.

That leads to cacophony, which makes it more difficult for the customer to understand the story of the firm.

“We know that marketing = storytelling, and everything an organization does supports the story.

So everyone is in the marketing department and a company either tells a story that people care about, or their story disappears.”

Seth Godin, “All Marketers are Liars.”, p. 80

If the story isn’t getting told properly, it’s marketing’s fault.

And since everything in the organization affects the story, well, you get it.


I want to be challenged on this one.

If you’re up for it, send me a problem that you see in your (or some other) company/org.

I’ll see if I can plausibly connect it back to the Marketing function.

Let’s battle test this theory.

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