Clarity Is the Competitive Edge with Jules Francesca

Now, when I go back to my marketing classes from my business school, I remember reading and learning about the four P's of marketing, product, place, price, and promotion.

And I remember our conversation earlier when you, I think, rightly pointed out that this is kind of disappeared from the conversation and that you're bringing it back as a framework for decision-making under uncertainty.

So can you talk a little bit about this 4Ps and how you're using them to help business owners in your target market cut through the noise to help make them these better decisions and this better strategic design of their marketing?

The reason I think the 4Ps have kind of taken a back step, it's a couple things.

At the large scale, corporation level, they have not.

How they think about strategy and how their CMOs and their C-suite think about strategy still engages the four Ps for sure.

But because marketing as a discipline has gotten so siloed, there's a social media expert, there's an SEO expert.

It basically gives smaller business owners who have smaller budgets the idea that they can cherry pick.

And Yes, technically you can, but when you do that, you're actually not looking at the whole ecosystem.

And the four Ps brings us back to that whole ecosystem of how our business is set up.

And so, yes, the four Ps is basic marketing 101.

And they got associated with theory more so than actual decision-making at these lower levels because most of the time marketing agencies are so siloed that they are trying to get you to make a decision quickly.

And so it's a little bit more of an impulse purchase rather than a full thought out, strategy.

They might start off wanting that, but then oftentimes client conversations will push you into the more urgency, lower budget realm.

And so you kind of then skip a couple steps to win the business.

But I think what's really critical about those four Ps is that they are not a framework for academics.

They are actually a framework for giving businesses clarity under pressure.

And pressure is oftentimes exactly when most business owners abandon them, right? So if we look at, you know, Four P's for those who don't know, product, price, place, promotion.

Looking at all of those forces you to evaluate your business from every single angle that actually drives revenue, right? And that's the whole point of marketing, right? Like we talked about before, driving that revenue.

So when uncertainty hits in a business, and you know, it always does, just in different forms, owners tend to default to only one of those four P's.

They tend to default to promotion.

Because it feels

like an action, right? Yeah, like you said earlier, right? It feels like an activity.

It feels like I'm doing something and I can see that I'm doing something.

So they run a sale maybe or they launch a campaign somewhere.