3. Marketing and selling
What’s in this chapter for you
‘Some of my friends have done MBA courses and when they talk to me about marketing I wonder if we’re speaking the same language; they make it seem so complicated. I’ve since learnt that it’s mainly common sense. Ninety per cent of it is simply reversing the act of being a customer.’
– Jack Kay, Market gardener
Understand the marketing mix
‘I find it much more rewarding to look at life through the eyes of my customers than through the eyes of my broccoli!’
– Jack Kay
What Jack means is that if you view your business through the eyes and experiences of your customer you won’t go ...