This is Marketing: You Can’t Be Seen Until You Learn To See

How will you choose to show up in the world? Will you reassure and soothe? Will you probe and explore? Will you claim that you’re better, faster, more caring?

You can learn to see how human beings dream, decide, and act. And if you help them become better versions of themselves, the ones they seek to be, you’re a marketer.

If you want to make change, begin by making culture. Begin by organizing a tightly knit group. Begin by getting people in sync. Culture beats strategy—so much that culture is strategy.

What you say isn’t nearly as important as what others say about you.

If you’re a career coach, then explain why people who don’t hire a coach have made a smart decision. Or explain why people who are using someone else to coach them have done something that makes sense for them.

Now that you see that your work is to make change, and that you can do it by identifying who you want to change, earning enrollment, and educating on the way to that change, let’s transform how you can describe those you’re changing. Perhaps instead of talking about prospects and customers, we could call them your “students” instead. Where are your

There’s a very big difference between five thousand and “everyone.” And for your work, five thousand of the right people might well be more than enough.

A strategy, if successful, gets you closer to your goal. You might need to change your strategy if it fails, but you don’t want to do it often.

When you’re marketing-driven, you’re focused on the latest Facebook data hacks, the design of your new logo, and your Canadian pricing model. On the other hand, when you’re market-driven, you think a lot about the hopes and dreams of your customers and their friends. You listen to their frustrations and invest in changing the culture. Being market-