Two kinds of marketing. Most owners only do one.

One kind fills the pipeline this quarter. The other decides what the business is worth the day you sell it. They are not the same work — and most owner-operated businesses run entirely on the first.

And most small and mid-size businesses don't have a marketing strategy at all — least of all in the areas that would make the company worth more. Campaigns get built, posts get posted, deals get closed, all of it run from the owner's head, week after week. The activity is real. The documented strategy underneath it — the kind a buyer, a successor, or a new hire could actually find — isn't there. The gap stays invisible right up until the day it isn't: the day the business needs to be sold, financed, or handed off.

6 To Fix is built to close it. It maps marketing into six strategic areas — Brand, Customer, Offering, Communications, Sales, and Management — and ties each one to a driver of enterprise value: Brand Worth, Customer Yield, Category Claim, Demand Engine, Revenue Quality, and a Transferable System. Worked deliberately, the six do one thing together: grow a more valuable business — building the Goodwill a buyer pays above book value, and closing the gap between owning a valuable company and owning a job you can't leave.

Inside is a way to score your own marketing across all six areas, separate activity from strategy, and do the work this quarter that also makes the business worth more years from now.

If you own a business you may one day sell, finance, or step away from, this is the marketing book written for that moment.

Terry Sullivan is a four-time entrepreneur including a successful exit; consultant who has worked with hundreds of businesses over 35 years; published author of three marketing textbooks; and marketing professor.  

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