Specifically, any human activity that uses resources but creates no value. I visited some clients recently and they introduced me to the word muda. I like that word. I think it s an excellent word to describe the kind of marketing that some people do. Many times, their efforts are truly muda.
People confuse marketing activity with marketing strategy.
They use what I call the pasta principle and think that the more marketing stuff they throw against the wall, the better. In a word, muda. If an activity does not add value, it s a waste of energy. Your marketing needs to add value by educating your clients and prospects so that they will want to do business with you. Marketing materials that only talk about you or your products are a waste.