Why the standard institutional definitions expand until they mean nothing, and what a functional alternative looks like.
Book · September 2026
Marketing Isn't Special
Marketing is a discipline responsible for building brand awareness, generating demand, and driving qualified leads. Not product development. Not sales. Not the catchall for whatever nobody else wants to own.
The book argues that marketing earns a seat at the table the same way finance, legal, and operations did: by standardizing its fundamentals and delivering reliably against them.
Get notified at launch Updates and insights on Substack. Publishing September 2026.
Inside
What the book covers
A definition of marketing that's actually usable
Commoditization as maturity
What marketing can learn from IT's path from novelty to infrastructure, and why "commoditized" does not mean less valuable.
Brand, personas, and qualified demand
The paint-by-numbers layer that makes marketing predictable, and frees the team to handle the parts that aren't.
Speaking & consulting
Bring a new perspective to your team
Let's talk for thirty minutes and we'll see if we can fix your marketing.
contact@scottspjut.com