Marketing is becoming a very different business. I’m not talking about the new tools and platforms. I’m talking about how marketers themselves have to change the way they think about the people they reach. That change is going to be counterintuitive and uncomfortable for business people. It requires that we look at the ultimate goal as the relationship.
Now, I can hear you saying “we’re in business to make a profit. That has to be our goal.” And I promise you, behaving in a more human way won’t hurt you there.