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Marketing doesn't have to be about finding (or creating!) a problem to fix. It can be about imagining an even better future on the never-ending continuum of possibilities.
And doesn't it create more success to see marketing through the lens of creating new possibilities instead of simply problem solving? That's the difference between remedial influence and generative influence.
If you stay stuck in the selling patterns of your market segment, you stand the risk of being left behind when someone else practices thought leadership strategically. Or you and your organization can take that role and take an audience somewhere new where you stand alone with no competition.
Doesn't it show more leadership to help customers reach new empowerment and clarity about what is possible ... and that only your offer can provide?
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