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

I was introduced to the concept of busting one’s cycle about five years ago when I discovered “the show with zefrank.” Busting your cycle entails breaking a long-held routine to experience a sense of elation and/or shift in perspective. I’ve recently had to do some cycle busting of my own and found that stepping up and breaking routine can actually get results.

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