But beneath the surface, non-coercive marketing is a trojan horse, designed to regenerate trust, connection, and empowerment in a world where all three are increasingly scarce.

Non-coercive marketing is about radical honesty. It's about being courageous enough to say what's true, even if it's unpopular, unflattering, or dredges up insecurities. It's about leaning into full authenticity and openness, because that's how you stand out, find the others, and build deep relationships in a world where most marketing is inauthent

“ Here’s a thing I made, and here’s the truth about what it is. If you vibe with me, you can come join this party at any time. If you don’t, that’s cool too. I still respect you! ”

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

Non-coercive marketing, above all else, is rooted in trust. That's the bottom line of this whole philosophy. In nearly every way, traditional marketing operates from a place of distrust, while non-coercive marketing always defaults to trust, even when it's scary.

Play long games

Here are the principles.

1. Optimize for aligned, empowered customers




2. Surrender control, and embrace emergence




3. Cede authority




4. Treat people as ends, not means




5. Enough is enough




6. Play long games




7. Tell the truth, even when it's scary




8. Create invitations, not ultimatums




9. Trust fully and unconditionally