Keeping the main thing the main thing

I have a new piece up over at Marketing Magazine, thinking about marketing as business strategy and encouraging everyone to dig a little deeper into the businesses they work with and on:

Look at Google. They weren't always Google, not like we know them. They created one of the most remarkable services the world has ever known and built their empire on being remarkable. Products and services do not get more remarkable than that. Where are those products? The ones that don't require a clever tagline and a media spend to get the attention they deserve? Why are we not sitting with our clients and challenging them on what is actually remarkable about their work?

Hope you enjoy!