It’s 2 weeks into my washout, and this morning I got a stream of thoughts that feel very much related to my BUILD custom.
I typed them out offline, but I think that I’ll put them here too as a kind of record.
13 April 2024
Finding innovative ways to put my ideas, knowledge, and even questions into practice or into the form of resources to help people.
It’s not about just having to be an expert. It’s about recognizing value in many forms and ‘concretizing’ it in a communicable structure.
People make successful businesses at age 13, age 23, age 43. It’s not because they’ve learned everything about a given area. It’s because they are good at relating to situations with an intuitive or explicit awareness of value. Every position, from 100 % ignorance up to 100 mastery contains some special relationship to value. And that relationship can be structured.
A person who is 100% ignorant might create a platform for building knowledge and learning. This person understands the perspective and needs of ignorance very well, and so they can create a more fitting platform than someone who does not.
It’s about taking whatever your current circumstances are and recognizing that they have relevance beyond yourself. That ‘relevance beyond oneself’ is synonymous with Value.
The leap for me–the Chironic blind spot–is to accept that the circumstances and issues I face are normal and have resonance beyond myself. This is the shadow side of exceptionalism.
The foundation of Ethical Marketing is in locating the people whose needs you deeply understand.
The foundation of Un-Ethical Marketing is in focusing only on a message and not on the people. In this approach, you try to convince ANYONE to get on board with whatever you are doing, whether they resonate or not. You want to get them to believe that they resonate.
In essence, Ethics comes down to a respect for agency. But on a practical level, it comes from knowing that there will always be an abundance of people who would freely, happily, and enthusiastically CHOOSE to engage with what you are offering.
So, this soul-driven marketing has its emphasis not on persuasion, but on LOCATION, locating those who resonate with you. Locating is just as much a science and artform as is persuading.