When We Understand…

Seth Godin – When We Understand –

“Modern marketing, the craft of getting ideas to spread, has split.

(Some people) test and measure, and do what works…

They do it with no interest in how (other) people decide, or what they believe, or what story they tell themselves…

On the other “side” are those that seek to get to the heart of what makes us human…

These people (observe) that fear, shame, desire for gain, and “culture” are (often) “the quartet” that (could drive) just about every decision…truly understanding our narratives is the essence of doing work that matters, that connects, and that spreads.

There are ever more tools for folks (and increasingly, robots) who (test and measure)…

On the other hand, the ranks of people who “understand,” who understand well enough to lead, to decide and most of all, “to see”…there are never enough of these people doing the work that matters.

It takes patience and effort (but “not” focus groups) to develop this empathy. It’s worth it.”

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