Marketing means different things to different people. To some businesses it’s about Facebook engagement, to others it’s all about analytics or SEO, advertising or PR. If you’ve got the budget it could be a glossy image of Hugh Jackman—your 18K red gold watch, which has been “Crafted for New Heights” peeking from under his freshly starched white shift cuff.

Marketing as we have known it was designed to make us fall a little more in love with something. We’ve spent all this time trying to make people want things and do things, when all the while we should have been making things people want and doing things they want us to do.

If you can’t afford Hugh (or even if you can), it’s not too late to start mattering to people.

Image by Marina Burity.