Where to Begin?

Considering how to adapt to the new Marketing -- Marketing 2.0 -- and unsure where to begin?

Start with your product or service. Is it appropriate and already adapted to today's market? Changing your products or services may feel a bit like abandoning your firstborn child, but it is the key step to future-proofing your company.

Ignoring your product or service and pushing it using the new 2.0 tools is like putting lipstick on a pig. Or in Seth Godin's newer terminology, like creating a meatball sundae. Neither works well.

Adapt your product or service first, then your Marketing efforts should flow from your adaptation.