Steve Hutcherson despises marketing. The president of Elite Heating & Air, Wahpeton, N.D., Hutcherson deemed marketing as nothing but a necessary evil in the recipe of running a small business.
“Marketing is a booger,” Hutcherson said. “I don’t care what market you’re in. It really is. It’s expensive, and it’s hard. When you do it, you have to know your community and know what you’re selling. You have to understand the community you’re in and how they receive information.”