It’s probably safe to assume that at some point in the past few months you’ve wondered how to get more traffic, customers, subscribers, Facebook likes, retweets, awareness, sales, exposure and on and on. Because the job of traditional marketing is to convince and convert, we are used to beginning our marketing journey there.

What if you flipped your thinking on its head? Now instead of beginning your internal marketing dialogue by wondering how you might change what people do, you can start by wondering what change you’re trying to create instead.

Start by listing three reasons why the people you want to serve will pass a competitor and cross the road to buy from you.

Once you get clear about the difference you create for people, the marketing strategy becomes obvious. The shortcut to more is to matter.

Image by Garry Knight.