 Imagine for a moment that you went to a lake, launched your boat, and started to fish without knowing if the body of water was an environment where fish could thrive. Your results will be hit or miss. You could be super lucky and get a bite with every cast. You could go through the whole day without a single nibble. Maybe you have a bit of success and you bring in a few fish in return for the investment of your time, your equipment and the energy you expended to plan your day and get there. What would be better, would be to learn about the kind of fish you want to catch, and go where you know you’ll find them, and be prepared to use the right fishing techniques to reel them in. So it is with Buyer Personas.
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 Can I assume that you’re outsourcing some services that your business needs right now? It could be accounting, IT support, or maybe HR and hiring. Perhaps your company provides one of these outsourced services for other businesses. Outsourcing makes a whole lot of sense when you want to bring in expertise that you don’t have internally. Unfortunately, many business owners wait too long to hire the marketing expertise that they need to put their marketing resources to best use. Do you find yourself in any of these three scenarios?
 I was recently introduced to “Jobs Theory” and decided to learn more about it so I have started reading the book, “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton Christensen. Before I even finished the book, I liked how the author distilled the purpose of business down to a very basic level. Of course, I have applied it to the work that I do as a marketing professional and here’s my insight: marketing does the job of developing and sustaining relationships.
[Transcript from video] Lori Creighton with Homestead Media here, marketing consultant and avid gardener. The last time I brought you to my garden I talked about competition and today I've brought you to the vineyard. Now in the vineyard we have to be a little bit more aggressive about how we address competitors.
 Something a client said at a meeting recently has been mulling around in my head. What she said was a great compliment, although I don’t think she realized it. She validated that my work with their organization is not just to help them with marketing, but it’s also to change the way they think about who they are trying to reach by getting into their story.
 Google is coming to your town and they want to meet with you in-person. I don’t have an “in” with Google and haven’t seen their marketing strategy, but I can make some assumptions about their goals and their plan based on what I have observed. The question to ask is why would Google invest in training and events, when they have ads and search at their fingertips?
 If you're like most business owners, you have plans, and you have priorities. But you wonder if the initiatives on which you are pointing your energy and resources are the ones that are going to have the biggest impact on your business. What you really want is to do is to find the rock that will cause the biggest ripple in your organization, moving you towards your goals. If this is you, ask yourself how your plans and priorities are focused on your clients. Sounds obvious, right. In fact, you might think you're already doing everything you can for your clients, but maybe it's time to be more intentional about getting into their heads. Start talking more often with your clients and make it a habit.
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