Trust them and They Will Trust You

We all want to be fulfilled, and we love to surround ourselves with things that make us feel whole.  So, why do we, as marketers strive to steal time, rather than supply our fellow humans with the things that make us human.

Today, we are safe and boring, but fragmentation will make tomorrow blossom.

Today, we treat consumers as solitary, homogenized masses.

Tomorrow, we will let them be as they are; lovers, conversators, teachers, learners, discussers, developers, growers, neighbors, communicators, entertainers, and on and on.  Consumers are social beings, and soon, they will be treated as such.

Today, consumers are not only not allowed to be smart, but despised and degraded for this "affliction."

Tomorrow, we will empower and inspire.  We will encourage curiosity and exploration.

Today, we make bland and unappealing products, messages, and touchpoints because it's easier, faster, and safe.

Tomorrow, we will be interesting and surprising.  We will demand experiences that empower their sensibilities and appreciation for beauty.

 

Today, we treat the marketplace like a series of numbers, of potential sales, not potential partners.

Tomorrow, we will show how each customer adds to our ideal.  We will destroy the fallacies of reach and frequency, and praise one on one conversations and the establishment of trust.

This post is obviously somewhat in reverence to Chartreuse, but that's alright, I think. It's time we start not just working for the clients we represent, but understanding our delicate relationship with the larger marketplace, and realizing that our jobs cannot be controlled by short term gains at all cost, but should be enhanced by relationships built on the trust that we've earned and inspired.