Have you ever wondered what makes customers go wild over some companies, and yet ignore others? Why can some brands effortlessly draw a raving fan base, while others are just "there?" How do some companies "just get it," while others keep making one mistake after another? I've been in digital marketing for over 20 years and have dealt with thousands of businesses. In all of the situations I've encountered, this has been the most fundamental question in my mind, "What is the key factor between the success of the 'haves,' and the failure of the 'have nots?'" What is the factor that gives some companies consistent momentum and success, and what is the factor that makes others unable to increase revenue, despite multiple marketing campaigns? I asked myself these questions after nearly every engagement and realized that there is a simple answer, but a difficult solution.