The best marketing is kindling

Kindling isn’t the fire.

Kindling starts the fire.

Steve Jobs would invite 3500 tech reviewers to his keynotes. And then they invited the world.

He convinced 3500 people that his laptop was for discerning people like them.

Whether he was right or not doesn’t matter. It was kindling.

We don’t need to convince the world.

We just need to invite those who care, and empower them to do the same.