Changing Minds ​

Sometimes, people change their minds because of your product.

When you reveal a better way and the concerns of your market pale in comparison to the status or desire or transformation it produces, cults emerge. Think about the computer or phone you use, for instance.

But more often, people don’t change their minds because of your product.

More often, they know where they want to go and simply need a (new? better? any?) way of getting there. Where achieving that result is all the status or desire or transformation they need.

The former happens – sometimes – as a result of focusing exclusively upon the latter.

Does your marketing message and business strategy reflect that?*