Go on social media and you’ll find vocal proponents and opponents of almost any industry, industry practice or market trend.

We think that’s the opinion of the market. But the market isn’t as it sounds:

Those who speak, can’t not. They self-select from passion. They represent the meta and amplify what they believe matters.

Then there’s the rest. They chose not to engage vocally. Some may listen to what is being said, others pay no attention whatsoever. This is most people in most markets.

The market isn’t always as it sounds.

In our pursuit of meaningful work, we learn a lot from stepping away from the social stadiums and into real, one-on-one conversations with regular, quiet people.

People who belong to that same market.

They need your help, too.