the story is not about marketing. The story is the strategy.

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”

In a world with free information, abundant data, and virtually no barriers to entry, companies will succeed by selling purpose, not a product.