about marketing in a whole different way. It's about smashing the traditional approach that stipulates that marketing be considered an expense. As you'll see, it is not. It's time to unlock the amazingly simple truth about marketing, an area of business that so often eludes comprehension, yet it's by far the most important ingredient of being a success. Cost Reduction versus Income Growth So many businesspeople focus their whole lives on cost reduction, working long hours just to save a wage, cutting costs just to make ends meet. Now don't get me wrong, keeping your costs down is still one of the most important areas of business, but... If you really want to make money, you've got to put more of your time into income generation than you do cost cutting. Just a few hours a day focused on income generation can pay for the wages of several people. Making 10 times, or even 100 times more profit than you do right now is more about increasing your income than it is about decreasing your costs. By the way, if you were to cut your costs by as much as you possibly could and still leave your company running, you'd probably only add about 10 or 20 percent to your bottom line. Yet through building your income, the bottom-line jump is limitless. 17 Copyright 2006 by Bradley J. Sugars. Click here for terms of use.