The Impossible Job

Why your marketing problem is actually an identity crisis

Most companies think they have a marketing problem.
In reality, they have an identity problem.
Marketing just happens to be where it shows.

Marketing teams are expected to “communicate value” for businesses that haven’t even defined what that value actually is.

The Reality

Marketing is not failing. The business has no center.

Most either have no compass at all, or worse—a compass that doesn’t point true north.

When there’s no clear identity—no throughline between what you say, make, and deliver—marketing becomes a high-stakes guessing game.

Instead of bridging the gap between perception and reality, you’re inventing reality from scratch on a daily basis.

Stop asking marketing to be something the business isn't.

Be it.

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The Toll

The longer the problem is ignored, the bigger it becomes.

Acquisition costs rise and marketing ROI dips. But the real cost isn’t just what is—it’s what could’ve been. Forget CAC and MRR.

Earning back lost investments is easy. But earning back trust and credibility? That’s a different story.

It’s not a marketing issue.
It’s an identity issue with a marketing symptom—that is costing potential.

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The Truth

Most companies are trying to perform their way out of an identity problem.

At the end of the day, you can't communicate what you’re not clear on yourself. You can't position what you don't understand inside-out. You can't attract the right people when you don't know who you actually are.

When you’re clear—from identity to operations—marketing becomes second-nature.

Sales cycles shorten. Retention increases. Referrals go up.

The right people show up and the wrong ones weed themselves out.

Most importantly:
You stop reactively operationalizing. You start proactively strategizing.

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Parting Words

Marketing is not a costume. It’s a mirror.
If the reflection feels off, the problem isn’t the mirror.