What is Marketing?

Don't let the formula scare you!

When I began my marketing consulting career, there weren't any real formulas that could eloquently explain how the marketing process works.

In the past, marketers relied on frameworks like the 5 Ps of Marketing—Product, Price, Place, Promotion, and People—as if they were some kind of magic formula for success. But let’s be honest, these were just broad categories that gave you a vague sense of direction, not a real blueprint for execution. Imagine trying to bake a cake with instructions like “mix ingredients,” “bake,” and “serve.” Without precise measurements, timing, and techniques, you’re just guessing—and that’s what these old formulas did for marketing.

Then there’s the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). Again, useful in theory, but what does it really tell you? It’s like identifying the pros and cons of a diet plan without ever calculating your calorie needs or macronutrient breakdown. It’s surface-level at best and doesn’t guide you on the actual steps you need to take to win.

These frameworks failed because they treated marketing like an art, where success depended more on intuition than on measurable, repeatable actions. They lacked the precision, clarity, and scientific rigor needed to replace vague concepts with concrete, actionable steps. That’s why, until I came into the scene, there weren’t any real formulas that could eloquently explain how marketing works in a way that you could plug in values, execute a system, and consistently achieve success.

So while these older models may have laid some groundwork, they were inadequate for guiding real-world marketing efforts. They didn’t provide the clarity needed to maximize effectiveness. The formulas I’m introducing now give you that clarity—they break down the complex process of marketing into actionable, scientific steps, so you can replace guesswork with winning strategies.

Now, we can replace abstract concepts with specific actions that maximize your success.

So, don't be intimidated by these formulas; they’re here to simplify, not complicate. They're going to give you a sharper understanding of what's going on and a powerful edge in your marketing strategy.

Understanding how marketing works requires formulas because, just like in anything else—whether it's how a washing machine operates, how glasses correct your vision, or even how counting works—you need a system to guide your actions. Without a clear formula, you're just guessing, and guessing won't win in business. For example, people often wonder why they lose muscle and gain weight; there's a formula for that too, involving calories in versus calories out, protein intake, and resistance training.

So here we go with Steffen's Principle:

But now we define Resistance as the sum of several factors:

Knowing (K) is the relevant audience’s awareness of the product or offering.
Liking (L) is the emotional connection or positive sentiment towards the brand.
Trusting (T) is the audience's confidence in the product or brand.
Usefulness (U) is the perceived value or necessity of the product.

The 4 Pillars of Marketing

But now we define Resistance as the sum of several factors:

Knowing (K) is the relevant audience’s awareness of the product or offering.
Liking (L) is the emotional connection or positive sentiment towards the brand.
Trusting (T) is the audience's confidence in the product or brand.
Usefulness (U) is the perceived value or necessity of the product.

People spend their lives avoiding negatives rather than seeking positives. It’s why so many live in silent desperation—always doing just enough to get by, just enough to not be punished, but never really breaking free or pushing forward. The quote, by the way, is from Henry David Thoreau, not Shakespeare. Most people earn just enough money to pay their bills, put in just enough effort to keep from being reprimanded, and that’s the cycle that keeps them stuck.

When it comes to messaging, the key is understanding that people are wired to avoid pain more than they’re driven to seek pleasure. That’s where Steffen’s Principle comes in: marketing isn’t just about getting people to like you or trust you—it’s about eliminating the negative experiences in their lives that keep them searching for solutions. Whether they’re struggling with their health, their wealth, their social status, or just feeling stuck in life, your message needs to show how your brand can alleviate that pain.

The four pillars—Knowing, Liking, Trusting, and Usefulness—are the foundation. First, people need to know your brand by hitting the right audience. They’ll like your brand if it’s familiar or makes them feel good. Trust comes from social proof—credible sources, positive reviews, and strong reputations. But usefulness is what truly drives action. If your product isn’t useful, no amount of likability or trust will convert that interest into a sale.

Take Febreze, for example. They targeted pet owners, assuming they wanted their homes to smell better, but missed the mark. Pet owners didn’t think their homes smelled bad in the first place. But when Febreze switched to targeting everyday moms who found satisfaction in a fresh-smelling house after cleaning, the product took off. It wasn’t just about the brand being liked or trusted; it became useful in providing a sense of completeness.

So when you think about your marketing, remember: it’s not enough just to get noticed. It’s not enough to be liked or even trusted. You’ve got to hit all four pillars—get people to know you, like you, trust you, and find you useful. Only when you’ve built up all four of these can you create that perfect temple of marketing that will truly elevate your success.

Get People to KNOW You: Reach and Nurture

One of the things that really frustrated me about marketing is that I knew it required four fundamental pillars, much like the great principles that have stood the test of time. Consider the four humors of Hippocrates, the four classical elements—earth, air, fire, and water—and other foundational concepts that have been built on the number four.

I didn’t set out to force marketing into this framework, but through logical deduction, I arrived at these four pillars as essential to understanding and executing effective marketing.

Now, a lot of people make the mistake of separating out getting people to know your brand from nurturing them, as if these are distinct processes. But to me, getting people to know you is a continuous process that includes targeting, retargeting, email marketing—all of it.

You’re not just having one conversation with your audience; you’re having multiple, ongoing interactions. Whether you’re reaching them once or a hundred times, it’s all part of the same fundamental pillar of getting people to know you.

Sure, you can break this down with fancy metrics like impressions, frequency, and reach, but the bottom line is that it’s all one seamless process. You’re constantly working to get in front of people and make them aware of your brand, and this includes everything from targeted ads to press releases and events. The goal is the same: to get people to know you.

But while you’re doing this, you’d better have the other three pillars—getting people to like you, trust you, and find you useful—perfectly in place.

Because once you’ve nailed the process of getting people to know you, you need to focus on how you get them to like, trust, and ultimately find value in what you’re offering. These are the keys to improving their condition and, in turn, driving your success.