Start with the "why" and "who": todd wolfenbarger president and partner, the summit group.

• Author: Wolfenbarger, Todd
• Position: UTAH BUSINESS EXPERTS BY THE SUMMIT GROUP

Would you like to hear an odd statement from a guy who owns an advertising agency?

Here goes: "Walking through the door of an agency can easily lead you to one of the biggest marketing mistakes you'll ever make."

Why?

Advertising agencies are funny places and ours is no exception. They are usually vibrant, curious and exciting businesses. They are also usually located in a cool building (ours is in a renovated electrical parts warehouse built in the 1930's in downtown Salt Lake). They just have a different vibe. When people walk through the front door they might even expect a little bit of magical pixie dust in the air. Maybe it comes from one too many episodes of Mad Men. In an attempt to make the magic begin, agencies too often launch into developing a web site, a television ad or app before they take time to first ask the right set of questions.

And therein lies the problem.

Agencies and marketers frequently start with the "what" - a web site, a TV spot, a billboard, whatever. And at TSG, on our list of "31 Big Marketing Mistakes" we call that "Big Marketing Mistake #L" That happens when marketers invest resources to find the right answer to the wrong question. Note: If you'd like to see the full list, I invite you to visit www.summitslc/31marketingmistakes.com. For now, let's just stick to mistake #1.

The first question for a smart marketer is NEVER "what are we going to do?" At TSG, when we consult with existing or prospective clients this question is always preceded by two others.

Question #1: "Why are we doing this?"

This question seems obvious, but I'm surprised by how often its missed. Not just by the company with the opportunity at hand, but oftentimes by the consultants they hire to advise them. Specifically knowing why we're taking action is essential. When I have clients struggling to identify their end game I'll ask:

* What type of revenue are you trying to create?

* Is selling one specific product more profitable/desirable than selling another?

* How will the revenue creation fit across your distribution channels?

* What is the specific role of marketing - getting people "in the door" or taking them to the close?

* Is it enough for people to know about you (have you in the consideration set) or must they act right now?

* Can you measure your efforts?

You'll know you've properly addressed the "why" principle when the question evolves into a statement. For example, when you can say, "we will take 5% market share from the...