Non-Coercive Marketing: A Manifesto

As non-coercive marketers, we don't agitate insecurities or spin up new ones to make the sale. We strive to see the inherent enoughness of everyone, and speak directly to that part. That's at the core of how we enable empowered decisions—by speaking to people as if they are already enough , and giving them the time and space to start trusting that

This is why I increasingly center my work around ideas like Deep Okayness. The more we turn our attention inward, and start unwinding the ways we're at war with ourselves, the more non-coercive marketing becomes natural and intuitive.

Non-coercive marketing strives to empower people to be the utmost authority in their own lives, instead of constantly searching for an external authority to validate them. It's about trusting people to make the best decision for themselves, even if they choose a competitor, or they don't buy anything at all. In traditional marketing, any outcome be

Non-coercive marketing recognizes that the vast majority of people who enter your world are not currently ready to transact with you from a trusting, empowered place. As such, it optimizes for long-term relationships and friendships. It's about building a world that people want to inhabit, and travel deeper into, over the long term. It's about bein

Play long games

The goal of non-coercive marketing is to give everyone who enters your world all of the information they might need to make an empowered decision. No hiding. No inflating. No bullshitting. Just truth.

That means telling the truth about who you are, where you come from, where you are in your journey, and what matters to you. If you’re not an expert, say so. If your beliefs differ from others in your space, say so. It means telling the truth about the products and services you’ve created, how they work, and why you made them. And it means being ho

Surrender control, and embrace emergence

When you cede authority, and you trust people, it creates emotional ripples in the world around you. You begin to be seen as the most trustworthy option in said market. Even people who choose not to transact with you will feel warmly towards you, and generate word of mouth. And for the people who do choose to transact with you, they will do so from

So trust yourself fully. Trust that you are enough, and that you will always be enough, no matter what happens with your business. Trust that the truths you tell about yourself, your products, and your business will reach into the world, and resonate with the right people enough that they want to become customers. Trust that if you show up and play