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Fire the CEO

If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business.

Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost."

I love it when I get a business card from a small business owner and the title on the card says something like President or CEO. Think about it, how much time do you really spend each day doing the strategic work that name implies. Fat chance.

You can't really be the President because you're too busy making it, fixing it, and shipping it...as my friend Michael Gerber loves to say.

So why not make a bold move for the good of your company and just go ahead and fire the President or CEO of your outfit.

That's right, starting tomorrow morning fire yourself as the so-called President and rehire yourself as the Director of Marketing, because that's what will make your business come to life. That's what your firm desperately needs.

From this day forward you should think of yourself as the CMO or Chief Marketing Officer of your business. (And get some business cards with that title too.)

So how do you do that? You must become a marketing evangelist for your firm. You must preach to your customers, your suppliers, your bankers, and (perhaps most importantly) your employees.

And the gospel is this.

? Here's who makes a great client (Your Target Market)

? Here's what you do that makes a difference in their life (Your Unique Positioning)

? and...Here's how they can help you get to where you are going (Referrals and Strategic Partnerships)

Create a short statement for each of the above, plaster it on the walls, and teach it word-for-word to everyone who works for you.

That's it...that's your new job description. The difference this point of view can make for your business is staggering.

Now, just make sure you do a proper exit interview for the CEO in you so you don't get in any hot water with the folks down in HR.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing consultant and creator of http://www.DuctTapeMarketing.com, a small business marketing system. You can reach him at John@DuctTapeMarketing.com or by visiting http://www.JohnJantsch.com

In The News:

NASA launched a spacecraft Tuesday night on a mission to smash into an asteroid and test whether it would be possible to knock a space rock off course if one were to threaten Earth. The DART spacecraft, short for Double Asteroid Redirection Test, lifted off from Vandenberg Space Force Base atop a SpaceX Falcon 9 rocket.
The federal government is embarking on a new attempt to explain the unexplainable.
NASA's Double Asteroid Redirection Test (DART) mission, the world's first planetary defense test mission, is scheduled to launch early Wednesday morning.
The historic November 2021 partial lunar eclipse stunned viewers around the world on Thursday night.
A partial lunar eclipse will take place on Thursday night and into early Friday.
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Four astronauts returned to Earth on Monday, riding home with SpaceX to end a 200-day space station mission that began last spring.
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A U.S. survey of astronomers puts the search for extraterrestrial life at the top of their to-do list for the next 10 years.
National Aeronautics and Space Administration's (NASA) Hubble Space Telescope is in safe mode yet again.
Climate change may impact the production of corn (maize) and wheat as early as 2030, according to NASA researchers.
Humans introduced a new life form to outer space on Friday as NASA astronauts harvested the first ever chile peppers onboard the International Space Station.
The Northern Lights may be visible just in time for Halloween.
On Thursday, the sun released a significant solar flare toward Earth, peaking at 11:35 a.m. EDT, scientists say.
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The scale presented contains seven levels that NASA said are "reflective of the winding, complicated staircase of steps that would lead to scientists declaring they’ve found life beyond Earth."
The San Diego Zoo Wildlife Alliance announced Thursday that two female critically endangered California condors had successfully hatched eggs without the help of male condors.
NASA is now targeting February 2022 for the launch of its powerful Space Launch System (SLS) rocket.
The U.S. military launched three suborbital rockets this week from NASA's Wallops Flight Facility in Virginia.
As cooler temperatures move over the eastern U.S., the West is forecast to see heavy rain and mountain snow, including what's known as a "bomb cyclone" near the Northwest.

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