Now I don’t like this fact. I would philosophically argue against this fact. But it is a fact… and the evidence is all around us.
Who makes the best-tasting hamburger in the world? Doubtful you’d anoint McDonald’s with that title, but they outsell everyone else by many billions of dollars.
What is the best wine in the world? Certainly Franzia (which comes in a box!) wouldn’t be your first or 100th guess, but it is the best selling.
What is the highest-quality bottled water? If you tested it, it certainly wouldn’t be Aquafina (owned by PepsiCo), Dasani (owned by Coca-Cola) or Poland Spring (owned by Nestle Waters), but those are the number 1, 2 and 3 best selling.
Nine times out of 10 it is not the best or highest-quality clothing line, automobile, restaurant, CPA firm, real estate agent, lawyer, furniture manufacturer, refrigerator, etc. that sells the most or becomes the biggest—it is the ones who market themselves the best.
This is the business axiom that I witness all around me every day:
The ultimate success of a product or service is 10% the quality of the product and 90% the quality of the marketing.
Now while I don’t necessarily LIKE that fact, as I believe the success of a product or service should be what’s most important and it should stand ENTIRELY on the value it delivers, that is just not how it works in reality.
Even if you are simply an individual in a sales organization this is true. It is not necessarily the best, the highest quality, highest class, most refined people that make it to the top… it is the ones who market themselves, network themselves, position themselves with credibility amongst their peers and demonstrate their growing and developing selves to the circle around them that end up at the top of the sales organization.
Now, let me also add this: If your product or service is bad… or even if you are bad, unethical or without integrity, no amount of marketing will make you or your product or service successful—especially in this day and age of Yelp, Twitter, Facebook and Google. You and your product or service reputation will die a certain and expedient viral death.
Here is a not so funny (literally) great example of this: read more »