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# Daily Lab: A marketing road trip
- URL: https://kelfordinc.com/daily-lab-a-marketing-road-trip/
- Published: 2023-09-27T10:23:25.000Z
- Updated: 2026-01-27T17:25:37.000Z
- Description: When and where before what.
- Author: Joel Kelly
- Tags: Daily Labs, distance, customers, demand, strategy, focus, rangefinder

I’m heading out on a road trip soon, and I’ve been thinking a lot about distance.

**To plan a road trip, the key elements of every decision are *when* and *where*.**

*What* becomes secondary—it is deferent to geography and timing.

Because if we focus too much on the *what*, we’re likely to miss our destination, or get our timing wrong.

**The same, weirdly, is true for marketing.**

The critical questions are: *When* does our ideal customer experience their moment of greatest need (and therefore value). And *where* does it happen or where do they go when they experience that need or value?

**Once we know that, *what* almost takes care of itself.**

We only need to ask ourselves: *What* could I say to help them move one step closer to my business? And *how* can I make it as easy and comfortable for them as possible?

The mysteries of marketing can be revealed by focusing on the evidence that matters above all:

**When and where our best customers need us most.**

🧠

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