Successful businesses need to be successful at marketing. There is a famous quote: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." To start to tackle this conundrum the key question to ask first is: Who are you trying to engage with?

To be successful at business it is not just about whether you would buy your product or service but who will. The founder is not the customer and learning to see the potential customer's viewpoint enables success marketing.