Simon Sinek asks Why Don't Ad Agencies Advertise?: "Considering that agencies recommend their clients spend 10% of their revenues on marketing, the big four are spending .01% of their combined $29.3 billion in global revenue. Mull that for a second or two." People waste tons of money on marketing because they don't truly understand the process. What they see is the big dollar mass market campaigns like TV, Print and radio. Before spending a dime on promotion (like ads) you must find your advantage, define your purpose and create an image. Your promotions must be focused on building relationships. To see if it is working you must gain feedback, then make changes based on the information you gather. These are the Seven Keys to Marketing Genius.