Be Human

The Choices We Make

“Marketing used to be what you say … now, marketing is what you do. What you make. How you act. The choices you make when you are sure no one is looking.” This is a quote from author, entrepreneur, marketer, and public speaker, Seth Godin.

I’d never even heard of Seth before this quote showed up on my Facebook page, posted by a friend and peer in the musical instrument business. But, I became an instant fan because he so succinctly summed up what I wish so many in the communications field would more nakedly embrace.

Here’s the upshot: An interesting byproduct of today’s communication climate is that it will ultimately keep us all “more honest.” And, that’s a good thing. Now, I don’t say it’s a “good thing” from any high moral ground. As the always admirable Jean Kennedy points out in her recent article on this very site, apparently nobody tells the truth (or exactly the truth) 100 percent of the time, (or even 78.3 percent of the time). But, enjoy my 12.7 percent window here, as I’m telling the truth.

The truth is that we are all looking for the “real,” the “human” aspect. Those who show it will be rewarded.

Every month it seems another seemingly not unreasonable decision is made for the sake of the bottom line at the moment; but long term, the currency is credibility and the exchange rate is increasing.

The human element is being traded at a loss. “The choices you make when no one is looking,” are those choices that define us as people, and therefore define us as a business.

The reason you don’t click through the “one funny rule to get a flat belly” link is because you’re smarter than most. But see, everyone is smarter than most. This is liberating. You can be you. Your business can be human. Your messaging is your story, and your story is your marketing.

“If you tell the truth, you don’t have to remember anything,” said Mark Twain. Choose wisely, honestly, nakedly. Especially when no one is looking.

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