So what’s with the western rivers?
Our founder once lived in the West and spent his days fly-fishing some of the great rivers in Montana – the Lower and Upper Madison, the Gallatin, the Yellowstone, the Missouri – as well as many creeks, such as Taylor Fork, the Boulder, Spring Creek, Elk Creek, and countless others.
A river is a simple metaphor of marketing. Water flows, obviously, downstream, so what happens upstream is extremely important. Trout hang suspended in the water, facing upstream, looking for food as it rolls by. What’s upstream eventually floats downstream. It’s how the fish are caught. This is our approach to inbound marketing; we strategically identify what to say (what your audience is begging to hear) before you say it.
CZ’s business is upstream, where marketing all begins. We start by addressing the larger strategy of the organization. This is typically called marketing strategy. There’s nothing magical about marketing strategy, except that if you don’t have one, what happens downstream (new business) becomes much more difficult to hook.