In the interview, she describes how she got started and where the company is going. The most interesting question and answer is about completing good work.
What separates a good marketing strategy from a great one?
I think many times people don’t know when to take a risk, so they tend to do the same things over and over because nothing bad has yet to happen. A good strategy is like a well-made shoe—it fits perfectly and is made precisely for the user. It stands up well to challenges, lasts over time and, most importantly, gets you where you need to go swiftly and without pain.
Trying to put on a cheap shoe that doesn’t fit offers the same consequences as a poor strategy—pain in the long run, additional spending on fixes, and it’s much harder to get to where you need to go, if you can go at all. Further, the right strategy is in complete alignment with the story and perception you want people to take away from your brand. If it’s not focused or isn’t clear, it’s going to fall flat.
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