Question #4: What Unleveraged Assets Do You Own?

By Tom Wanek, Wizard of Ads partner

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)

What unleveraged assets do you own?

Unleveraged assets are the stories, abilities, relationships, products and services in your company that have not previously been positioned for maximum effect. And every business has some assets that are going unleveraged. I promise you.

For this reason, your marketing message is a story half told. Not good. Worse than that, not profitable.

In short, you’re leaving money on the table when you overlook assets such as:

• Inside champions who are willing to tout the virtues of your products or services
• Exclusive product offerings
• Your company’s history
• Specialized skill-sets
• Unused retail or office space
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