The term "marketing" is often used as a cloak to conceal lazy or overworked chief executives. True marketing, in its fullest sense, is the very essence of business success. Therefore, it is imperative that it be handled by the boss and his line, rather than delegated to a team of naysayers.
I recommend that once or twice a year, the boss should gather the top 10, 20, or 30 key players, including representatives from the advertising agency and the controller's office, and sequester themselves in a quiet location for three or four days.
During this time, they should devote twelve hours a day to asking the tough questions, reassessing the business, and redefining their approach to product offerings, pricing, distribution, and form. They should also spend four hours a day relaxing and exercising, and eight hours a day sleeping, for this is hard work.
This approach has similarities to the product sprint.