In a race, sooner or later there’s a moment that separates the winner from those who don’t win. That instant is your chance, the moment you’ve been waiting for.
The essence of marketing today is to tell a story to people who want to hear it, in a way that resonates with them so they are likely to either respond or connect to you, or tell their friends.
The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.
One option is to struggle to be heard whenever you’re in the room… Another is to be the sort of person who is missed when you’re not. The first involves making noise. The second involves making a difference.
