Starts with the business’s emergency, not with the customer’s wants and needs.
Focuses on short-term tactics, rather than on long-term business goals.
Is designed to persuade not to connect, inspire or delight.
Invites the customer to buy, instead of to belong.
Speaks to everyone and so engages with no one.
Is only measured in hits and click rates.
Intends to interrupt.
When we care, we create marketing and brand stories that do exactly the opposite.
Image by Kevin Lee.