• Fixing the right problem is critical to getting the results you want from your business.
• Knowing where and why a campaign is failing allows you to make the changes in the right place.
• It is easy to think would be obvious to work out - but often it is NOT.
• One critical factor is what you think marketing, sales, and advertising are.
• Get this right and it's going to allow you to fix the right problem and get much better results for your business.