Despite trying for the past two decades, I’ve never come close to boiling everything I believe about marketing into a statement so efficient as the following one I read in the NY Times this morning in an article about Nike and where they are spending their “advertising” dollars these days.:

“We’re not in the business of keeping the media companies alive,” (Trevor Edwards, Nike’s corporate vice president for global brand and category management) says he tells many media executives. “We’re in the business of connecting with consumers.”

Only change I would suggest: Instead of using the word consumers, use the word runners.