Either you’re going to tell stories that spread, or you will become irrelevant.
Once you acknowledge that identifying a group that shares a worldview can dramatically change the outcome of your marketing, then you’ll already be on the lookout for it. You won’t obsess as much about manufacturing issues or marketing hype or spam. Instead, you’ll seek out a story that will change the way you do business.
Note: Seek out a story that will change the way we do business
People are superstitious about whatever it is you’re marketing. You can ignore that superstition or you can rail against it, but both strategies will cost you. The alternative is the only one that works: use personal interactions that are so extraordinary and so powerful that they cause people to tell themselves a different story instead.
Note: Use personal interactions so extraordinary and powerful that cause people to tell themselves a `lie`
CHANGING THE STORY REQUIRES PERSONAL INTERACTION You don’t get to make up the story. The story happens with or without you. If you’re not happy with the story, the only way to change it is with direct contact between your consumer and a person.
Note: In person! At leas until the story is believed