Message is critically important to the success of your company’s marketing efforts. If you don’t believe me, download The Message Manifesto.

Marketing can make or break your company today. Sure, sales help you generate revenue. But you know how to price your offering because of market research. Supply chain management helps you meet production deadlines, but bad sourcing practices can cost your brand big — all it takes is just a rumor of inhumane labor practices.

This comes first: Your message is the most important element in your marketing universe. Every other marketing component flows from your message.