I hope your definition, whatever it is, features the word marketing.
As Regis McKenna once said, "Marketing is everything and everything is marketing."
On that note, editor extraordinaire Alan Webber offers a "Book Store Parable" on his blog this week.
Recounting a visit to San Francisco's City Lights Bookstore, Webber writes:
"Once I walked into the book store it was clear to me—obvious beyond any need to state it, actually—that I was going to buy a book. At least one. I didn't know which one. But I kind of knew I'd buy at least one. Which made the following proposition clear: The task of a book store isn't to sell books. It's to get people to walk in the front door. Selling books: easy. Getting people to walk in the front door: hard."
In other words, your business is marketing; it's hard; and it's all.
