What are we talking about when we talk about marketing? To me, a discussion of marketing is a conversation about a few core fundamentals. Namely:
1. Attention
How do we get it and what do we do with it once we have it?
2. Trust
How do we earn and maintain it? What’s the promise we’re making and how do we show up to it?
3. Perspective
Having a brand means having a point of view. What’s ours? How do we express it in everything that we build and do?
And when it comes to our audience, how do they see the world? How can we meet them where they are?
4. Resonance
Good marketing resonates. It’s pre-verbal. How can we communicate in a way that leverages all of the senses, connecting us with and to our full selves?
5. Responsibility
It’s a privilege to show up and advocate for a group of people that trust you to lead the way. How can we, as Seth Godin says, make things better by making better things? How can we contribute by building something that’s inherently generative?
In short: how can we use what we have to do what we can?