You might have a marketing problem

Democracy is a marketing problem.

Health is a marketing problem.

Climate change is a marketing problem.

Growing your organization, spreading the word, doing work you’re proud of–these aren’t engineering problems or economics problems. They’re marketing problems.

That’s because humans make choices. If we live in a culture where people are free to choose, we’ve offered control over our future to others.

When humans make choices–that’s marketing. Marketing is the difficult work of telling a story that resonates, of bringing a consistent set of promises to people who want to hear them.

If you want to change things, it helps to understand how humans make choices. And if you’ve got a change in mind, I hope you’ll spend the time and effort it takes to get better at bringing your story to the people who need to hear it.

Marketing isn’t about shortcuts, hustle or deception. Marketing is the art (and the science) of serving the people you seek to serve, to do better work by finding and satisfying needs. Marketing is the practice of making things better by making better things.

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