---
title: 119 The Two Roads of Marketing
description: "### The Demand Name the last three marketing decisions your operation made — discounts, promotions, posts, emails, events, anything. For each one: was the goal to maximize a transaction or to deepen a relationship? If the honest answer is transaction,…"
url: "https://kb.jeffreysummers.com/docs/119-the-two-roads-of-marketing-2/"
updated: "2026-07-30"
category: Perspective / Perspective Fieldbook
---

# 119 The Two Roads of Marketing

### The Demand

Name the last three marketing decisions your operation made — discounts, promotions, posts, emails, events, anything. For each one: was the goal to maximize a transaction or to deepen a relationship? If the honest answer is transaction, you are on Road 1 regardless of what the marketing said it was for. The road is determined by the goal, not the label.

### The Work

Name your last three marketing decisions — discounts, promotions, posts, emails, events:
1. — Goal was to maximize a transaction or deepen a relationship?
2. — Goal was to maximize a transaction or deepen a relationship?
3. — Goal was to maximize a transaction or deepen a relationship?
Are you trying to compete with the chain on their road — short-term transactions — where you can't win?
The one relationship-based move you will make instead this week, on the road the chain cannot buy its way onto: