Non-Coercive Marketing: A Primer

When you optimize for both alignment and empowerment, you end up with the highest calibre of customers. People who take your work seriously, who tell their friends, who keep buying for years to come. In other words, non-coercive marketing is aimed at creating true, lifelong fans. If you're invested in the 1,000 True Fans model, as I am, non-coerciv

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 places full authority and trust in people. It creates the conditions under which they can make empowered decisions for themselves, and do so in their own time. It doesn't seek to persuade, manipulate, or pester people into a decision that's already been made for them. It merely opens new doors, tells the truth about what's be

Imagine how marketing could heal the world if we adopted a healthy language that measures happiness and joy! What if we spoke of ‘humans' rather than ‘consumers', ‘community acceptance' rather than ‘market penetration', ‘company love' rather than ‘brand awareness'?