Have you ever watched people shopping at the airport? They amble distractedly fingering this, picking up that. Nine times out of ten they put things back. Sometimes the packaging, or maybe the boredom gets the better of them and the buy something they had no intention of buying.

It’s a win for the manufacturer of the laptop bag or souvenir chocolate maker in that moment. But not a sustainable strategy for growth.

And yet we often organise our marketing around the hope of being the impulse buy, with SEO and brochures, banner ads and special offers. Hoping.

A far better strategy is to build your brand around being chosen on purpose.
By creating the thing that people really wanted in the first place.

Image by Geir Halvorsen.