Marketing: It’s Not a Menu, It’s a Strategy

This is likely the opposite of everything you've been taught, but in marketing, it's true.

One of the most common misconceptions I encounter as a marketing leader is this: people treat marketing like a restaurant. They come in, scan the menu, and place an order.

“I'll take a logo refresh, two videos, and three Instagram posts by Friday.”

But that's not how effective marketing works. That's how you waste money. Marketing isn't about ordering deliverables. It's about solving problems. Real marketing strategy starts by identifying what's broken, missing, or waiting to be built. What are we creating, fixing, or promoting? And why does it matter?

If you don't know the problem, no amount of polished content or flashy ad spend will fix it. Without a clear diagnosis, you're just picking random dishes off a menu, hoping they add up to a Michelin-starred meal.

Start with the Pain, Not the Platform

Whether you're building brand awareness, launching a product, or addressing a dip in customer engagement, the first question should always be: What's the actual challenge we're solving?

• Are customers confused about what you do?

• Are sales in a product vertical flat?

• Is your message inconsistent across channels?

• Is your content falling flat because it's not rooted in customer insights?

  
  

These are the raw ingredients your marketers need. Identifying the true pain points allows them to craft a strategic approach.

Trust the Experts to Build the Meal

Once you understand the problem, the real work starts. This is where marketing leaders and strategists earn their keep.

You don't walk into a kitchen and tell the chef how to braise the lamb. You tell them you're hungry and trust them to design the meal. In marketing, once the problem is defined, the creative and strategic experts should lead the process of selecting the right platforms, channels, messaging hierarchy, and timing.

That's how you get a four-course meal rather than a buffet of disconnected tactics. Experts know the best ways to serve your message. They leverage data and creativity to ensure everything aligns with your goals.

What Happens When You Skip This Step?

If you jump straight to “I need a video” without knowing why, you'll end up with content that checks a box but does nothing to move your audience. You'll spend time and money without moving the needle on awareness, loyalty, or conversion.

SEO-rich content? Wasted.

Paid campaigns? Inefficient.

Brand messaging? Watered down.

Consequences of Misguided Marketing

The consequences of this approach extend beyond just wasted resources. When your strategy lacks foundation, every piece of content you create risks being misaligned with your target audience. Disconnected messaging can lead to confusion and distrust among potential customers.

The Marketing Strategy That Works

Effective marketing balances data, storytelling, audience insights, and strategic vision.

Consider that successful marketing is not derived from simply tossing out tasks. Instead, it is rooted in problem-solving. If you're working with a marketing team, don't hand them a menu order—hand them a problem.

The more clearly you can name the challenge, the better the outcome. That’s how you move from a scattershot plate of requests to a strategic, cohesive, full-course meal designed to deliver impact.

Trusting Your Team

Great marketing doesn’t come from ordering what looks good; it comes from trusting the experts to serve what works. Your team requires context to craft the messaging that resonates. Clear communication of the challenges ensures they can utilize their skills effectively.

The Impact of Clarity

When everyone understands the objective, the entire marketing machine runs smoothly. In the absence of clarity, confusion can lead to mixed messages and diluted brand identity. However, with precise definitions of problems and goals, content can be created that captivates your audience and drives engagement.

Concluding Thoughts

To truly excel in marketing, remember that it's about more than just isolated tasks. It's about creating a meaningful impact through strategy and insight. By embedding the phrase “marketing as a problem-solving journey” into your approach, you can elevate your campaigns from mere orders to transformative experiences.

Without knowing the challenges, you'll only create noise in a crowded market. But with the right strategy in place, your marketing efforts can lead to remarkable results.