This is Marketing
Extract:
Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories— stories that resonate and spread. Marketers offer solutions, opportunities for humans to solve their problems and move forward. And when our ideas spread, we change the culture. We build something that people would miss if it were gone, something that gives them meaning, connection, and possibility. The other kind of marketing— the hype, scams, and pressure— thrives on selfishness. I know that it doesn’t work in the long run, and that you can do better than that. We all can.
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Generosity in terms of free work, constant discounts, and plenty of uncompensated overtime isn’t really generous. Because you can’t sustain it. Because soon you’ll be breaking the promises you made. On the other hand, showing generosity with your bravery, your empathy, and your respect is generous indeed. What your customers want from you is for you to care enough to change them. To create tension that leads to forward motion. To exert emotional labor that will open them up to what’s possible. And if you need to charge a lot to pull that off, it’s still a bargain.
