It's about working out who you really want to serve and then asking how you can best serve them, way before you even start to build the product or service.

It's about building a company, products and services with deep regard for the customer while engaging with, and taking care of, all stakeholders in your ecosystem.

Today we value money and things more than time, people, experiences, nature and our planet. The root cause of the tragic deterioration of our world is our collective unconsciousness.

Marketers have an opportunity to think and act in terms of how they can make the customer experience more rewarding, interesting, authentic and real.

Consciousness is the quality or state of being aware of what is going on both outside of us and within us. It is about sentience — the ability to feel, experience or perceive subjectively. It means to be awake and alert or compos mentis (having full control of one's mind).

Old-school marketing is functional. It's about manufacturing emotion to manipulate people, jumping straight into showcasing products, highlighting features, promoting benefits and talking price. New-school marketing is never about manipulation. It's about engaging people with your raison d'être. That's why purpose is at the heart of a complete and

‘The goal of our lives is to play to our strengths for the purpose of serving the greater good.'

Purpose (the why) and vision (the what) go hand in hand with your values (what you stand for). Together they motivate you to keep on keeping on.

Without a commitment to personal learning and growth, you may profit in the short term but you'll never achieve long-term success.