The Business of Standing Out: Gee Ranasinha on Marketing That Actually Matters

Most business owners think they have a marketing problem. They need a better website, more social media, better SEO, maybe a few videos, maybe some paid ads.But today’s guest would probably say, “Not so fast.”Because very often, what looks like a marketing problem is really a positioning problem, a messaging problem, a customer understanding problem, or maybe even a business model problem.Gee Ranasinha is the Founder and CEO of KEXINO, a marketing agency working with startups and small-to-medium-sized B2B businesses. But his path didn’t begin in a marketing department. It began in professional advertising photography, then early digital imaging, then print and publishing, and later a global marketing role for a software company. Eventually, after seven years in that role, he realized he wasn’t moving forward in his career or in his own sense of fulfillment. So in January 2008, he left the comfort of corporate life and launched KEXINO.Today, KEXINO has grown into a distributed team working across multiple countries, and Gee also teaches marketing and behavioral economics to final-year MBA students. His views on marketing are refreshingly direct: strategy is not tactics, marketing is not just posting on social media, and value is not created in your brochure, your website, or your pitch deck. Value is created in the mind of the customer.So today we’re going to talk about entrepreneurship, differentiation, customer behavior, and why so many businesses are trying to be heard while sounding exactly like everyone else.Kexinohttps://kexino.com