We see it time and time again. Sales are slowing, recruiting is down, donations are low.

Then comes the call, email, or conversation: “We need a new (website, logo, marketing campaign, brand identity etc).  We patiently listen until we can explain what the problem really is.

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You’re focusing on the wrong things first. You’re jumping to solutions, tactics, and touch points before you address the real issue and define the real problem.

The problem isn’t your website or brochure or advertising ca...