At the core of most companies' ineffective marketing is a fundamental misalignment between their "inside reality" and their "outside perception" in the minds of prospects. The inside reality encompasses all of a business's internal resources - its team's expertise, operational processes, product/service quality, customer service capabilities and other factors that create value for customers.

However, if marketing messaging fails to authentically convey this inside reality and core competencies, it creates a skewed outside perception that is disconnected from those strengths. Prospects simply have no way to evaluate the differentiators that truly set the company apart from alternatives. They are left confused and operating from an uninformed vantage point.

From this state of confusion and uncertainty, the only rational decision for prospects is typically to default to the lowest price option or imitator brand they recognize. Why take a chance on paying more for a company that does a poor job of articulating its distinct value proposition? This misalignment becomes a perpetual cycle of commoditization.

Businesses that meticulously align their outside marketing with an accurate depiction of their inside reality exude authenticity, credibility and trustworthiness from the outset. Their unique value propositions are crystal clear to prospects from the very first interaction. This facilitates much more efficient, well-informed buying decisions at pricing aligning with the greater value provided.

Stop letting your marketing present a disjointed, conflicting outside perception of your business. Realign it to accurately showcase your authentic inside reality and strengths. The results will be transformative.