Most amateurs and citizens believe that marketing is the outer circle.

Marketing = advertising, it seems. The job of marketing in this circle is to take what the factory/system/boss gives you and hype it, promote it and yell about it. This is what so many charities, politicians, insurance companies, financial advisors, computer makers and well, just about everyone does.

The next circle in has so much more leverage. This is the circle of telling a story that resonates with a tribe. This is the act of creating alignment, of understanding worldviews, of embracing and elevating the weird. Smart marketers in this circle acknowledge that their product or service isn't for everyone, but bend over backwards to be sure that some people will be able to fall in love with it.

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