As we’re getting more and more skeptical about marketing, companies try to invent new ways of reaching the customers’ hearts and minds. Such efforts are most often supposed to help companies acquire new customers and keep expanding.

But how about shifting the focus of marketing efforts on the existing customers? Such an approach might have lots of benefits.

Check out: Marketing Without Marketing






  • deploy – to arrange in a position of readiness, or to move strategically or appropriately
  • flagship – the best or most important one of a group or system
  • spread the word – to tell many people some kind of information
  • acquisition – to gain possession of
  • crash course –  a rapid and intense course of training or research (usually undertaken in an emergency)


Think about it

Answer the questions below.

  • What does the author think about modern marketing? Do you agree with his opinion?
  • What is the approach to marketing at 37signals?
  • How is a marketer different from a programmer or an office administrator?
  • What do most marketers have in common?
  • What are the marketing efforts at 37signals focused on? Why?


Practice makes perfect

Fill in the blank spaces with the missing words.

But I ________ recently begun wondering: What would our business be ________ if we put ________ effort into formal marketing? How many more people could we reach? How many more Basecamps could we sell if ________ more people know about Basecamp? So we decided to talk to some marketing execs about what they would do if they ________ charged with spreading the ________ about Basecamp.

Fill in the blank spaces with the expressions in bold.

customers’ awareness   –   short term   –   crash course   –   marketing efforts

That’s the thing. If my ________ in marketing taught me anything, it’s that I don’t want to market to boost sales in the ________. Instead, our ________ will be about expanding our current ________ of what’s possible with our product. I want today’s customers to know more about how Basecamp can help turn them into heroes of progress at work.

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