Marketers like to ask questions like “what is the client/customer’s pain point?” You know what it often is? It’s burnout and frustration. It’s a lack of autonomy. It’s mental health. It’s the impossible double bind called work/life balance. It’s illegitimate power. It’s a burning planet.
Why am I posting this screed? Because I want us to think about people as humans, not as targets. I want us to acknowledge the attentional environment in which we do our marketing. We need to find ways to do better.
I’m skipping several steps in logic here, but I genuinely believe that thought leadership is one such way to do better, creating a virtuous circle from insight to clarity to empathy.