Chapter 13. Let It Fly
Your marketing equation is almost complete. You have a clearly defined Top Box, which everyone on your team understands and supports. You have done your homework and developed a target insight profile that is deep and revealing. And you have discovered (or confirmed) a niche in the marketplace to which you are going to commit your brand wholeheartedly. Now all you have to do is draw back the bow and let your arrow fly.
It's as simple, and as difficult, as that.
A few years ago, I was driving down the interstate in my hometown and had an eye-opening realization. I don't remember the date, but I know it was winter because that's the only time of the year when a thin layer of haze occasionally hugs the Albuquerque cityscape ...
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