We’ve been sold a small version of marketing.
Ads. Funnels. A/B tests. Metrics.
But the real thing?
The real thing is bigger.
And heavier.
Marketing is the act of creating change.
Not for everyone.
Just for the people ready for something better.
You Are Already Doing It
If you’ve ever launched something, told a story, organized an event, or shared a belief out loud—
you’ve practiced marketing.
Even if you didn’t buy a single ad.
Because marketing isn’t media buying.
It’s culture shaping.
It’s seeing the status quo clearly—then choosing to bend it.
The Status Quo Pushes Back
Culture is sticky by design.
The reason things are the way they are is because something powerful is protecting them.
People don’t like change.
They like familiar.
Safe. Predictable. Already proven.
So if you’re here to offer a new idea,
you’ll feel resistance.
You’ll hear “we don’t do it that way.”
You’ll be told to wait, tone it down, or make it easier.
But that’s the work.
Not to please everyone.
To earn enrollment from a few people who are ready.
The Real Work of Marketing
Marketing is about creating tension—
between what is, and what could be.
It’s about telling the truth, clearly enough that the right people feel it.
And showing up often enough that they start to believe it.
Marketing is:
- Choosing your change
- Defining your people
- Telling a story that earns permission
- And following through in a way that builds trust
You don’t need a Super Bowl ad to do that.
You just need clarity.
And a willingness to go first.
Move Us
If you’re building something you care about,
you’re not just selling a product.
You’re moving culture.
So the question isn’t:
“How do I market this?”
It’s:
“What change am I here to make—and who is ready for it?”
Start there.
Then show up.
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