Many CEOs fall into the trap of equating marketing to advertising, just like thinking of a pizza as only its toppings. But let's face it, without the dough and the sauce, can we even call it a pizza?

Just as a game of chess isn't won with a single move but a careful strategic plan, marketing is more than just making noise. It's about understanding your customer, their needs, and how your product or service provides value. It's about positioning, planning, and strategic execution.

Yes, advertising is an essential piece of the puzzle, but it's not the entire picture - it's just the cherry on top . I've seen businesses with massive engagement on LinkedIn, but when it comes to converting into leads, they fall short because they've only focused on the 'advertising' part of marketing.

By focusing solely on advertising, like a chess player who only thinks about their next move, we are prone to miss the bigger picture, the overall strategy. Remember, "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." - Sun Tzu.

Let's not reduce marketing to mere advertising. Let's see it for what it truly is - a strategic approach to providing customer value. It's time to rethink and reevaluate our perception of marketing. Let's aim for checkmate, not just moving the pieces.