At least at first, the new thing is rarely as good as the old thing was. If you need the alternative to be better than the status quo from the very start, you’ll never begin.
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.
Our job is obvious: we need to get out of the way, shine a light, and empower a new generation to teach itself and to go further and faster than any generation ever has.
