When I started out as a marketer of both people and places, I’d learn as much as I could about my clients and then create collateral that presented them in their best possible light — relaying how educated and experienced someone was, broadcasting loud and clear how financially successful a business had been, how they dominated their market share.
Nowadays, however, the very floor upon which I built my career and my business has been renovated. Nowadays, the public isn’t so interested in hearing about what makes a company better than its competitors; their ears and eyes are more attuned to what the company can do to make their own lives better.
