Every business should have an active interest in why people buy their products and the situations people find themselves in before they become customers. Do that, and you'll understand why you need marketing that caters to all of them.

It’s easy to have a highly data-driven view of everything you do and overlook hard to measure things like brand. This leads to a tunnel-vision focus on optimizing funnels and growth hacking button colors, and ignores investing time in equally important tasks. Most notably, creating emotional...