It is interesting. My career has gone from “selling” political candidates to American voters and “selling” passionate initiatives pushed by NGO‘s to global audiences of what is just and what is abuse to these days “selling” digital services to large national and regional consumer facing businesses. Well that is what many people say when they recap my career. I “market” these initiatives and services through out my years.
Here is the thing, I don’t think that I do. I don’t “sell” in my opinion. To be honest, I simply connect the dots. I get out of the way of the constant pushing of messaging in the market place and I observe. I listen to intent, I understand the audiences world view, and I connect the dots to that intent/action with compelling content they want. I unplug from my entire worldview of what I think is right and I observe what is true. Because you see, truth is not base on facts. It is based on observation. A person builds truths up based on their worldview. They hold onto these truths and apply them to everything they do. To understand their worldview and how to connect to your desired audience, you can not push forward and build campaigns based on your experience. You must throw away your assumptions and immerse yourself into your core audiences worldview. [Read more...]