Marketing is all around us. Every choice we make is influenced by what we see in our surrounding world and by what marketers carefully have placed before our eyes. We are so used to a certain type of marketing that we take it for granted and don’t realize the potential it has to change things for the better, to do something good.
Most people only seem interested in business figures: turnover, market share, social media interactions, etc. In reality, no successful business can exist without solid foundations. In this book, we shall explore what it means to have deep roots that allow us to grow and offer people something that can make a real difference in their life.
Even the best ideas and products take time to catch on. Big ideas require big changes, threaten the status quo and entail many risks. Having a good idea isn’t enough for it to spread. First, we have to find the people who can find value in and benefit from the idea because it offers them an opportunity to change for the better.
This is exactly what the spirit of marketing should be: the spirit of offering change and of providing people with ways to improve their lives. Selling your product to as many customers as possible does not equal changing their lives. If our product disappears from the market, would our customers miss it, or would they simply replace it without batting an eye? Without change, marketing has no reason to exist.
