This document provides 10 marketing insights to improve a business. It discusses the importance of leadership, developing an elevator speech and brand, choosing the right business offerings, using pricing strategies, measuring marketing efforts, using internet marketing, caring for the customer experience, welcoming new customers, and focusing on customer retention. The key ideas are that leadership transforms vision into reality, developing a clear brand and elevator speech are important, choosing the right offerings and using pricing strategies are parts of the marketing plan, metrics allow businesses to measure what is working, internet should be a major investment, the entire customer experience matters, new customers should feel welcomed, and retaining existing customers is less expensive than acquiring new ones.