HERE'S THE THING /
We expect accelerated, crazy growth from ourselves, our careers, our companies, and our lives. But when we fixate on the next win, product launch or campaign, we can get trapped in a cycle that goes like this: Set a goal, devise a strategy, work, push, race to the finish line, and then hope and pray all the moving parts were enough to get you to your achievement threshold.
This creates a pressure cooker where businesses become over-reliant on marketing levers for success (and we all know how draining it is to be constantly chasing the nuances of each platform update, the newest tactic...). But here's the thing:
STRATEGY THAT'S NOT BUILT ON A FOUNDATION OF SOUL HAS A SHELF-LIFE.
The initiatives and launches that reach a level of wild success have done one critical thing differently. They've gone beyond marketing tactics and surface-level stories. They have intentionally humanized their message so that it lands directly in the hearts of their target audience, making the customer's decision to convert a fast YES and a HELL YES.