Most people think advertising is the most important thing in marketing. It is probably the most visible, possibly the most glamorous and maybe even the most fun.

But it is not the most important.

The most important thing in marketing is the ability to ask a good question.

How can I do this better?

What does my customer want now?

What if we did this like….?

When Google started on the Wave project it asked the question, ‘If email was invented today (and not 40 years ago before the internet) what would it look like?’

That’s a big question. That’s the sort of question that changes a market place.

What questions should you be asking today?