The one universal constant is pain. And the most common pain involves identity. We have the opportunity as business people to make the world a better place. It’s time to abandon the old ways of marketing and embrace our new role as “identity-providers.”
You can try to persuade people the same old way everyone does it. Or you can leverage the power of the most basic human emotion. You can not only get your message out, you can create fanatically loyal fans as well.