This Is Marketing: You Cant Be Seen Until You Learn to See

A simple one-word transformation
Now that you see that your work is to make change, and that you can do it
by identifying who you want to change, earning enrollment, and educating

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on the way to that change, let’s transform how you can describe those
you’re changing.
Perhaps instead of talking about prospects and customers, we could call
them your “students” instead.
Where are your students?
What will they benefit from learning?
Are they open to being taught?
What will they tell others?
This isn’t the student–teacher relationship of testing and compliance.
And it’s not the power dynamic of sexism or racism. It’s the student–mentor
relationship of enrollment and choice and care.
If you had a chance to teach us, what would we learn?
If you had a chance to learn, what would you like to be taught?
Coloring the ocean purple
There’s a dangerous prank that relies on thief-detector dye. This dye, sold
as a powder, is quite bright and a tiny bit goes a long way. Once the powder
touches the moisture on your skin, it blooms into a bright purple and won’t
easily wash off.
Drop a teaspoon of it into a swimming pool, and all the water in the pool
will become permanently bright purple. But if you drop it in the ocean, no
one will notice.
When you seek to share your best work—your best story, your shot at
change—it helps if it’s likely to spread. It helps if it’s permanent. But even
if it’s extraordinary, it’s not going to make a difference if you drop it in the
ocean.
That doesn’t mean you give up hope.
It means you walk away from the ocean and look for a large swimming
pool.
That’s enough to make a difference. Begin there, with obsessive focus.
Once it works, find another swimming pool. Even better, let your best
customers spread the idea.