Marketing ABCs(tm)

Another term you'll see us use all the time is the Marketing ABCs or just plain ABCs. This is a shorthand formula for a simple situation or gap analysis, where

A = Where we are today, or the current situation
B = Why the heck aren't we there, or the challenge/frustration in not being in a better situation
C = What we need to get there, or the proposed action required to cross the gap.

The ABCs allow you to quickly assses all the dimensions of your Marketing Playing Field and understand what you are up against, where you want to be, and what you need to do to get there.