Warning, you may be disturbed:

“This advertising campaign must work.” This isn’t advertising. Advertising is harmonised action, whereas this is disturbed with desperation.

“This product launch must go well.” This isn’t product development. Launching products is harmonised action, whereas this is disturbed with insecurity.

“This video must go viral.” This isn’t marketing. Marketing is harmonised action, whereas this is disturbed with delusion.

When we disturb the nature of action with added strains, we lose the ability to focus on what we’re really doing:

Are we advertising, or are we connecting a specific message with a chosen few, to help them and learn more about how they want to be communicated with?

Are we launching a product, or are we helping our choice of market move along the journey they’re already chosen to embark on?

Are we marketing, or are we building relationships with those we wish to serve?