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.
The enemy of creativity… is fear. We’re all born creative, it takes a little while to become afraid. A surprising insight: an enemy of fear is creativity. Acting in a creative way generates action, and action persuades the fear to lighten up.
