Just like people, FBOs have a need and desire to remain relevant. And just like a child who has drawn a picture and seeks a parent’s recognition and approval, an FBO likewise needs to present the picture they have drawn, their unique narrative, and receive recognition in the form of patronage by their customers. Marketing, ergo, is that relentless feedback loop; the relentless pursuit of relevance. To lose relevance, is to no longer be needed, which is a very dangerous thing for a FBO.

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