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.

The art of finding and reaching that customer on their journey with the right message at the right time so they are willing to consider a product is the job of marketing. The art of selling and converting a prospective buyer into a customer is the job of sales.

The other kind of marketing, the effective kind, is about understanding our customers’ worldview and desires so we can connect with them. It’s focused on being missed when you’re gone, on bringing more than people expect to those who trust us. It seeks volunteers, not victims.

Brand is the offer; marketing is the promotion of that offer.