One of the primary challenges we face as business owners and innovators is understanding how to produce our suggestions resonate. We generally have no shortage of tips, but we battle to tell the storyplot of how they are going to be useful in the world and why they’ll matter to people. Marketing is the method we communicate how our ideas translate to worth for people inside a marketplace.

Marketing has turned into a necessary bad for every business, but imagine if we adopted a different view of it?

What if marketing was less about promotion or coercion and more about reaching out to people and supporting them to resolve problems?

What if advertising was how we found more ways to carry out better work also to matter to our customers?

What if marketing was where we began our trip towards understanding what folks want and want?

What if it had been our vantage stage for seeing the world through the eye of our customers?

How different would advertising be then?