Remember the gurus and the marketing rockstars - the mini-Gary Vee's - of the mid 2010s?
The Gurus got people to grow their own business by selling the promise that they would help people will grow their business. Meta... if you catch my drift.
Anyway, they were able to do so by talking up the complexities of the platforms (google, fb, klaviyo), shifting biz owners’ attention away from what's actually behind successful marketing - strategy.
So instead of helping brands align their Product, Marketing, and Customer, they sold templates for how to set up campaigns and flows...
Or to put it another way - they sold the last step in the process, giving people reason to think it was everything they were after.
Gurus gonna guru...