Gee Ranasinha is CEO of Kexino, a full-service marketing services provider and a marketing technology developer that helps start-ups and small-to-medium-sized businesses located in North America, Europe, and Australia understand and deploy next-generation marketing and communications capabilities within - and across - their organizations. A combination of brand management, behavioral science, marketing strategy and execution, and business development.In this episode of the Hyperdrive Minds podcast, Gee discusses the evolution of marketing, emphasizing that while tactics may change, the core principles of marketing remain the same. He highlights the importance of understanding the difference between marketing and promotion, the significance of customer research, and the concept of costly signaling. G. also addresses common mistakes made by startups, the current crisis in marketing, and the role of emotion in effective messaging. He shares insights on navigating marketing budgets, the importance of defining ideal customer profiles, and the impact of zero click marketing and AI. The conversation concludes with a focus on the value of building relationships in business and the need for marketers to listen to their customers.Find Guest Here:Website: https://www.linkedin.com/in/ranasinha/Created by Blake Williams Website: https://linktr.ee/blakewilliamshqHire Top Revenue Generating Talent with Hyperdrive Recruiting Website: https://hyperdriverecruiting.comFix Your Resume & Double Your Interviews with HR ApprovedWebsite: https://HRapproved.comListen to Hyperdrive Minds PodcastWebsite: https://rss.com/podcasts/hyperdrive-mindsChapters:00:00 Introduction to Gee Ranasinha and Kexino03:05 The Evolution of Marketing: Myths and Realities05:49 Understanding Marketing vs. Promotion08:50 The Importance of Customer-Centric Marketing11:40 The Power of Direct Mail in Modern Marketing14:57 Costly Signaling: The Psychology Behind Marketing17:53 Common Mistakes Startups Make in Marketing20:58 The Crisis in Marketing: Misunderstandings and Missteps23:47 Determining Your Marketing Budget44:07 Finding Your Unique Marketing Recipe44:55 Understanding Marketing Timelines48:17 Defining Your Ideal Customer Profile49:45 The Importance of Niche Marketing53:31 The Role of Distinctive Brand Assets54:28 Leveraging AI in Marketing57:37 Navigating Brand Changes and Customer Perception57:54 The Shift to Zero Click Marketing01:01:53 Understanding Dark Social01:05:28 The Influence of Personal Interests on Business01:09:24 Valuable Lessons from Sales Experience01:10:26 The Importance of Listening to Customers