The common issue we often see in marketing is the lack of clarity about the change people seek to make.
Just because someone comes along, just because we meet a need in a marketplace, just because there is a desire to "right the wrong," it's not enough to let go of the stand we take.
The fear behind unwillingness is often because of the confusion: we think we are for everyone. By taking a stand, we drive people away.
But all the examples in the world tell us the opposite is true, and that's how marketing works.When we take a stand, we attract people who align with our purpose and values. The better way to start an organization or community is by starting small with the right people.
Start with your why.
