Your biggest problem is NOT your product's lack of awareness or brand power. It's.....

It's ...something deeper than that. 

This is a wonderful blog from Seth Godin which gets to the crux of marketing and the problems people often have about the way they think about it...

This is mainly due to the fact that most people consume  A LOT of marketing - which makes them believe that they know about it - it's a bit like eating lots of food in great restaurants and then thinking you can be a chef. 

It is not to say that you cannot become a food critic - but A LOT of critics are not creators. 

Seth here is talking about the strategic point of marketing and a deeper fact of business i.e. that marketing is not here to make a bad product good and if you think it is that is a problem. 

As Seth says it  client's often say.... "Our biggest problem is awareness"

If that's your mantra, you're working to solve the wrong problem.

If your startup, your non-profit or your event is suffering because of a lack of awareness, the solution isn't to figure out some way to get more hype, more publicity or more traffic. 

Those are funnel solutions, designed to fix an ailing process by dumping more attention at the top, hoping more conversion comes out the bottom.

(Ed. This is old school marketing and what we used to do....with things like newspapers.)

The challenge with this approach is that it doesn't scale. Soon, you'll have no luck at all getting more attention, even with ever more stunts or funding.

(Ed. But you can change the conversion rates a little but this also doesn't scale quickly enough.) 

No, the solution lies in re-organizing your systems, in re-creating your product or service so that it becomes worth talking about. 

When you do that, your customers do the work of getting you more noticed. When you produce something remarkable, more use leads to more conversation which leads to more use.

No, it won't be a perfect virus, starting with ten people and infecting the world. But yes, you can dramatically impact the 'more awareness' problem by investing heavily in a funnel that doesn't leak, in a story that's worth spreading.

This IS modern marketing - this is social marketing. People have to talk about this. Which is why at Justaxi - a geo location mobile taxi comparison app - we are changing our product as much as our marketing. 

On this note if you would like to vote for our new slogan for 2014 - click here to Facebook Vote - you have until 7pm on the 16th.... so not long.