It is agreed, marketing is important.

Every business, non-profit, or NGO should spend time (and money) on messaging and packaging and branding. Marketing, in a word.

But marketing is not enough.

It's not possible to market your way into a great business plan or create a compelling value proposition from great branding. Messaging doesn't help if leadership can't define mission, vision, and values with compelling clarity.

Yes, the wrapper matters (as Seth likes to say).

But, the wrapper doesn't matter the most.

Creating an organization by piecemeal will not create an organization. It will, in fact, create a monster.

And monsters are difficult to control and impossible to scale.