I work with companies from startups to the Fortune 500s — in fact, at the moment, I have active projects going with several in each of these two categories. Here’s a consistent truth that I find in with nearly every consumer electronics company I’m involved with: the public’s perception of the company is more positive than the company’s perception of itself. 

That is, customers are more enthusiastic, pleased, satisfied, and even exuberant about your products and services than you are. That’s because you’re so involved working in business: solving problems, reacting to crises, negative press, etc. What you’re notdoing probably is having qualitative conversations with your customers to understand how they think, feel and talk about your products and services.

All of this means that you’re outward presentation — your marketing — is not nearly as positive and bold as it should be. It’s cautious. It’s likely defensive. It seeks to avoid potential problems. Your customers would market your company more enthusiastically than you do right now. 

Bottom line, if you don’t have the bandwidth to do it yourself, find someone to start having conversations with your customers (whether it’s a consultant like me or someone on a full-time basis).  The moment you start understanding how your customers reallyperceive you, your marketing will become more positive, bold, and immediately more effective.