Syrup Marketing

A new website shouldn't just look better. It should perform better.

Marketing is one of the few line items on the P&L that looks discretionary on a spreadsheet. It’s so often the thing to cut when things are tight or the first to blame when growth isn’t going as planned.

Marketing is an investment, not an expense.

Your marketing budget should be treated like a portfolio. Some of it captures demand that already exists. Some of it builds the brand and category position that creates demand. Some of it is the bet you place on what’s next. When you “stop marketing,” what you’re usually doing is liquidating opportunities that took years to build in exchange for short-term cost relief that won’t last more than a quarter.