The One Mistake That's Killing Your Business

In business school we're shown case studies about Apple, Starbucks and those other big guys—but the idea that their marketing methods are "best" is the biggest lie in business.

Just because it works for them doesn't mean it will work for the rest of us who work at small or medium-sized businesses.

What you should be learning in business school is that you should not be focused on brand marketing like Apple or Starbucks—but rather on direct marketing.

Every dollar you spend on marketing should be tracked and expected to produce a return.