Marketing and Meaning

Marketing is not just about the offering. It can't be. Marketing is about the promise that is being made and the change that is being sought. Marketing is about the meaning behind it.
Hope though not a strategy or plan, could be an energy in business.

Hope

In a business environment, hope is not a strategy or a plan - this is what we are taught in B-schools. So does it not have any role to play?
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