I recently had the pleasure of being a guest on Bruce McDuffee’s podcast,Manufacturing Marketing Matters. At the end, he posed this challenge question from a listener:

We’ve been listening to your podcast and really appreciate the great information. We are working on our audience-facing mission statement, but we’re having a hard time understanding (lots of heated discussions with sales and product) how educating the audience without pitching the product will help us grow the business. Could you elaborate on that concept?

During the interview, I gave one perspective on how to shift from promoting a product to marketing the education of your audience. But as this is a common question, I thought I’d share my answer and more ideas with you. ...

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