juarry

Weber bemoaned that scientific understanding and technical rationality had formed an “iron cage” that forced spirituality into the margins of our lives:

As a marketing executive, I view business as one of the greatest adventures of the human enterprise—if not the greatest. But I am not just a businessman: I am also an unapologetic romantic.

our days are full of maximum action with minimal awareness.

We have conflated being and doing, and now we need to separate them to downshift.

You do this by maximizing the upside if you are right and minimizing the downside if you are wrong.

the experience was romantic precisely because it was so conflicted, so contradictory.

What you need is to stop, slow down, focus and remember the basics.

So for a customer avatar to be useful, we have to keep it firmly in the realm of caricature, where the mental picture of your ideal customer is simple enough to give you a clear gut sense about what they will like and how they will behave.

Pour time and energy into crafting the most important messages you need to communicate often.