Hustle uses shortcuts and efforts to circumvent societal conventions to get more than a fair share of attention from the scammer. Hustle burns trust for awareness. Because it’s a shortcut, agitation can be effective in the short term, but agitation is notably non-consensual. Few people want to be pushed around.
Marketing is about helping people get what they’ve always wanted. Marketing is about setting the conditions for a small group of people to eagerly get the message across and build rapport. Modern marketing changes the culture by setting what the new norms are and does it in a way that makes things better for those it serves.
Attracting attention to storytelling and service. Sometimes it feels like shortcuts, depersonalization, and scale are the only option, then a big marketing project comes along and we’re reminded that, in fact, we can do a job we’re proud of.
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