Marketers focus almost exclusively on acquiring more customers and are willing to spend God knows how much to do so.
As I learned from my time leading marketing for a fashion company like American Apparel as well as for authors like Robert Greene and Tim Ferriss, my job as a marketer is to get the leads that will bring in potential customers.
It’s someone else’s job to figure out what to do with them or to convert their interest into sales (and another person’s job to come up with the money and write the checks that allow me to do this work).
It’s not just traditional companies that think this way. In the hockey-stick-growth-or-die world of Silicon Valley startups, thinking falls into the same trap.
