Whether you’re marketing an idea, product, service or experience, you should work intentionally to move toward one of these core disciplines.

Keep in mind that unless you’re a well-funded brand with a deep, logistical infrastructure, you should probably avoid operational excellence and focus on product or service excellence.

Whether you’re a tech company, professional services firm, physician practice or hospital service line, knowing how to wow your clients — and having the systems in place to deliver on it — will take you and your brand to the next level.