At its best, marketing is a transfer of enthusiasm.
When you're truly pumped about what you're doing, when you're truly driven by the vision, when you absolutely must make something that you need and want, your enthusiasm leaves a mark. It's a brand. Not the noun, but the verb.
At its worst, marketing is a transfer of everything else. Your worst fears, your biggest insecurities, the charades you play. False enthusiasm on display, empty promises, and sloganeering no one believes. It quickly makes you a liar.
Just like you can't not communicate, you can't not market. Everything is marketing.
The best, and the worst, is always on display, like it or not. You can't hide from your own presence, however it shows up. Marketing casts, like a shadow casts. Attached to every move.
Think about what someone else is doing that you're enthused about. Where did that come from? What transferred it?
Of course many things that are great simply work. Nothing more, nothing less. No stories, no excitement, just the snick of a perfect fit. But somewhere down the chain, someone cared enough to make that thing right. And that's a transfer too.
When you're truly pumped about what you're doing, when you're truly driven by the vision, when you absolutely must make something that you need and want, your enthusiasm leaves a mark. It's a brand. Not the noun, but the verb.
At its worst, marketing is a transfer of everything else. Your worst fears, your biggest insecurities, the charades you play. False enthusiasm on display, empty promises, and sloganeering no one believes. It quickly makes you a liar.
Just like you can't not communicate, you can't not market. Everything is marketing.
The best, and the worst, is always on display, like it or not. You can't hide from your own presence, however it shows up. Marketing casts, like a shadow casts. Attached to every move.
Think about what someone else is doing that you're enthused about. Where did that come from? What transferred it?
Of course many things that are great simply work. Nothing more, nothing less. No stories, no excitement, just the snick of a perfect fit. But somewhere down the chain, someone cared enough to make that thing right. And that's a transfer too.
-Jason