Make Me a Marketer

Larry should outsource his marketing but also read books on marketing so he can relate to those to whom he outsources.

QUESTION: Larry has been in business for himself for 30 years and stinks at marketing. His son is working on a web site with him, but how does he get better at marketing?

ANSWER: Outsource and work at getting better yourself. Read books about marketing, just so you can relate to the people to whom you outsource. Put people around you whom you trust and can talk to, but continue to poke around in there so you can make them into entrepreneurs and challenge them when it’s called for. They are there to teach you why you need to do things a certain way. Put those folks in a place where you work them, not work for them.