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Marketing vs. Innovation

An Official Partner of Fund Launch

In his book The Practice of Management, consulting legend Peter Drucker wrote:

Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.

Peter Drucker

At a high level, marketing and innovation function this way:

  1. Marketing is the process of creating desire

  2. Innovation is the process of inventing something

You need both to build a sustainable business. Why?


  • Marketing without innovation is selling snake oil

  • Innovation without marketing is launching in a vacuum


What are some steps you can take today to maximize your marketing?

  1. Context sense

    Your message has to make sense in the context of the category in which you’re operating.

  2. Distinguishing differentiator

    You're looking for something that separates you from your competitors. The secret to this is understanding that your differentness does not have to be product related.

  3. Show me the credentials

    You should be able to demonstrate that differentness. The demonstration becomes your credentials. Claiming difference without proof is therefore just a claim. It’s impossible to differentiate with smoke and mirrors. Consumers can detect when you’re trying to pull the wool over their eyes. You must be able to support your arguments.

  4. Communicate your intent

    Every aspect of your communications should reflect your difference and your intent. Your pitch deck. Your advertising. Your website. Your presentations. Your brand and likeness in the marketplace. Your messaging.

Only 35% of companies feel they are successfully achieving omnichannel personalization online. - Twilio, Segment

Are you one of them?

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Your Marketing Partner

As an official partner of Fund Launch, we're excited to be here for you along your journey in bringing your fund to market or by enhancing your current marketing strategy.

Check out the packaged services (including the Omni Builder) available only to you.

We understand the challenges of marketing a fund, because like you, we're fund managers too. At the end of the day, you want to work on your fund and not worry about the marketing.

We remove these challenges to make sure you have the best experience possible while saving you time.

Click here to Book a Discovery Call.

Thank you for choosing us and we look forward to serving you.

The Ad Amplifier Team
Amplify Your Story