The key ingredient in non-coercive marketing is the golden rule. We should market to others the way we'd want to be marketed to ourselves. But, as I discovered in my own journey, when we're at war with ourselves, and when we treat ourselves in shitty, coercive ways, we often end up treating others that way without realizing it.

Traditional marketing is playing with the pain that comes with being an imperfect human and uses that (“let’s solve our customers’ pain points” )to strip people of their agency, and their ability to make meaningful, well-considered decisions for themselves.