What is foundational work in marketing?

Foundational work in marketing involves several core principles highlighted by experts in the field.

1. Long-term Perspective: Naval Ravikant emphasizes the importance of long-term thinking as foundational in all aspects of life, including business. Values such as honesty, consistent behavior, and enduring relationships are crucial because they generate compound benefits over time. Short-term gains should be avoided as they often undermine sustained success 1.

2. Authenticity and Values: Marketing today is less about aesthetics or superficial appeals and more anchored in authenticity and depth. According to Seth Godin, foundational marketing involves making promises, connecting with people genuinely, leading effectively, and making difficult choices in line with one's values. It's about having a stance and communicating things that truly matter to you and your audience, rather than fitting into traditional advertising norms 2.

3. Impact and Meaning: Marketing should not be confined to traditional perceptions such as logo designs or social media posts. Instead, it should be viewed as an opportunity to convey meaningful messages that resonate deeply with the audience. This shift involves looking beyond immediate marketing tactics and focusing on what genuinely enhances value and connects with people at a more profound level 2.

These foundational aspects show a clear shift from traditional short-lived marketing tactics towards more sustainable and value-driven strategies that build long-term relationships and trust.