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287: What sharing future gives us ​

Brendon Burchard, motivational speaker and coach, says “Problem marketing was a great technique until 2005, but the culture changed, the world changed. We moved away from a pain-oriented society into an aspirational-society.”

Aspirations exist in the future, and the future doesn’t exist at all (yet). With no ‘reality’ to hold it down, the future makes it a great space for raising ambition:

  1. Emotional investment. A journey into the future starts in the present. If we like the sound of where it’s going, it becomes part of our own vision for the future. We want the future to be bright, don’t we?
  2. A vision you belong to. Because the vision is ‘ours’, our bias stretches beyond acceptance to advocacy. We want our own vision to come true, don’t we?
  3. Permission to raise our ambition. By advocating for this shared future–a bigger future–its failure would mean the undoing of the very world we hope to live in. We can’t sit idly by and let that happen, can we?

It could be a shared future of better smartphone photography (to take better images of your family). It could be one where a type of crime no longer exists (making a safer world for your children). Whatever it is, sharing future gives us a powerful place to end a message and set the sights of our audience in the right direction.


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Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters, for the betterment of your cause.

521: What Our Words Say About Us

When we talk to the marketplace-and it listens-it’s trying to figure out who your message is for: them, or yourself?
Your marketing message hurts or heals your market-there is no middle ground. Which is yours?

You are creating what matters.

So how can we help you
sell it better & make more impact?

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