No marketing is a pity
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Success in any business starts with effective marketing. Successful marketing means selling your products or services in large volumes at the right price and efficiently, while continuously ensuring customer satisfaction. Many businesses have thrived due to this type of marketing. However, it's unfortunate that in the realm of corporate management, traditional Chinese imperial thinking still holds sway over the mainstream. Behind successful marketing, there is often a lack of proper execution. We see scenarios like "burning bridges after crossing rivers," "bowing to the birds," and "cooking the dogs once the rabbits are gone." Phrases like "the right to drink the wine belongs to those who release the ox," "there's always a cook when you're full," and "letting go of the monk after finishing the scriptures" reflect how marketing can lead to success.
Yet, the downfall of every company ultimately boils down to the failure of its marketing efforts. The collapse of a business can be attributed to countless reasons, but they all converge on one root cause: marketing failure. There’s no such thing as a good or bad strategy in business—what matters is whether the marketing can keep pace. Whether a company’s strategy is effective or not depends entirely on the capabilities of its marketing personnel. If the quality of our products or services isn't up to par, it's because our marketing hasn't communicated their value effectively. If our prices are too high and fewer people are buying, it’s likely due to insufficient marketing efforts. As long as marketing can drive sales, a company won't fail. Thus, cultivating talent and fostering strong leadership are crucial, as these are ultimately about transforming marketing.
Success in marketing, failure in marketing—it’s almost all businesses’ histories, filled with tales of marketing triumphs and defeats. Perhaps avoiding marketing altogether could bring true happiness. But what makes marketing truly daunting? Two hidden factors lie beneath its surface: limited resources and constant competition. The reason marketing oscillates between success and failure is because resources are finite and competition is relentless.
Our society is rich in material resources, yet how many of us still wear clothes stitched by our mothers? The phrase "music mothers in the hands, wandering clothes" has become a distant memory. Your clothes, shoes, glasses, books, food, and even the Wuliangye you drink—all of these are products of marketing. From birth, we’ve been surrounded by marketing. Because we live in a commercial society, where business and social resources are limited, self-sufficiency for everyone is impossible. Wherever resources are scarce, marketing exists. In a business society, not engaging in marketing is a form of bliss, while neglecting marketing is undoubtedly a major regret in life.
Why are you dissatisfied with your current salary yet remain at your job? It’s because the neighboring company offers lower wages. Why do you endure immense pressure in your role? It’s because ten others are vying for the same position. Why does telecommunications charge for sending messages? It’s because mobile companies already offer this service. Why does KFC issue coupons after purchases? It’s because McDonald’s does the same. Our leader was correct: China has a vast population, and even small amounts per person add up to significant sums. Survival of the fittest and natural selection are universal laws. As long as competition persists, marketing will never cease. In a business society, not participating in marketing is a form of bliss, but failing to engage in marketing is a great regret.
Do you aspire to be a leader? This is actually a misconception. I don’t wish to serve under leaders who merely follow others blindly—it’s un-Chinese. Experience shows that excellent CEOs have spent considerable time in marketing roles during their careers. If you truly want to lead a business or a team, you must understand the importance of marketing. Despite countless companies experiencing various marketing failures, every failure is still rooted in marketing. I’ve never lost at Go—not because I only play against weaker opponents, but because I simply avoid playing altogether. For trading companies, not engaging in marketing is a form of bliss, but neglecting marketing is undoubtedly a significant regret for a CEO.
Every employee is visible to all, and every department in a company is essential, but the marketing department always stands at the center. When the boss convenes meetings on human resources or finance, the marketing team often seems owed something. Yet, when the marketing meeting takes place, everyone eagerly participates and laughs. You must realize the truth: dealing with the marketing department is challenging. These individuals are often arrogant, but they always pinpoint critical issues. Consequently, other departments often find themselves losing arguments with them. Engaging in vertical and horizontal work without marketing is blissful, but neglecting marketing is a major regret in the workplace.
The workplace is a market, and you must learn to market yourself before you can manage others. A career requires management, starting with yourself and ending with yourself. Between these two points lies your self-marketing journey. Everyone in a business society must interact with the environment. No one wishes to survive through begging, and the law forbids theft and robbery. There are only two legitimate paths: selling and marketing.
In a commercial society, ignorance leads to selling oneself cheaply. Some sell physical labor, others intellectual prowess, and others their youth. Selling oneself rarely yields a fair price. Bargaining results in underselling, and it’s not a myth but reality when people haggle over prices. Living in a business society, you must learn to market yourself rather than merely sell yourself. Marketing demands refining selling points, building and promoting brands, selecting markets, and focusing on customers.
"This is the age of successful marketing. This is the era of marketing failure. This is a time of limited resources, where competition is ever-present. This is the trading company era, the vertical and horizontal work era. This is the season of falling self-worth, the season of self-marketing. This is the spring of happiness, the winter of regret. Not marketing is a form of bliss, but not marketing is a regret. People market themselves into paradise, and they sell themselves into hell."
Living in a business society, everyone is a unique commodity with inherent value. To be a commodity, marketing is necessary, and all value must be acknowledged through marketing. Regardless of your profession, mastering marketing is a skill essential to your success, and it’s a skill that requires training. Not engaging in marketing is a form of bliss, but neglecting marketing is undoubtedly a major regret in life.