At the core, marketing is communication and what customers or prospects what to hear and ultimately feel is, “‘these guys get me, this company understands my pain’. I write about marketing as it relates to the human experience and the interaction between messaging and the psyche. Great marketing starts with great product, the two are inseparable. You can’t market a crappy product to success and you can’t create believable messaging for a great product unless you have a well communicated understanding of the pain your customer feels.