What’s considered a failure in marketing? 

A campaign that had a negative ROI?

A branding exercise gone wrong? 

Not enough leads for sales?

Sure, we can definitely make mistakes while trying to market, but unlike accounting, marketing has no fixed rules. 

If you and your competitors all get your accounting right, the CFO is thrilled and everyone’s happy. 

But it’s not possible for you and all your competitors to get your marketing right.

It’s a zero sum game—which means that unlike accounting, if some of you get your marketing right, then the rest of your competitors will not be able to.

In marketing, there are guidelines, but no rule books.

So failure shouldn’t be considered the opposite of success.

Because in marketing, even unsuccessful marketing campaigns can be a great source of learning, establishing benchmarks, and eliminating options.

Failure should imply the opposite of trying.

Because in marketing, if you don’t try, you will fail for sure.