Sure, it's a hell of a lot easier to make marketing decisions based upon what influences you, layouts, copy, media measurement, creative execution, etc. but that's not what is important. What really matters is what looks and feels good to them. And in an age of hype, spin, and desperation, what looks good to them is increasingly a personally relevant experience that they can wrap their minds and hearts around. An experience that reveals the vision and intention behind the brand. An experience that conveys look, feel, and, especially, meaning in a no spin, passionate way. An experience that allows people to alter their own attitudes of mind, without a hint of external persuasion. And when that happens, they’ll happily alter their lives (and hopefully, yours as well).Read his full article here (PDF). Bold for my emphasis.
There is our challenge. How do we, anyone wanting to convey a message, create that "personally relevant experience that they can wrap their minds around"?
If we are selling a concept, a product, or ourselves in a job interview, the challenge is the same.
What do you think?
What works for you?