“Marketing is the generous act of helping someone solve a problem. Their problem. Marketing helps others become who they seek to become.”

Seth Godin

In an over-saturated marketplace, understanding the true essence of marketing becomes an indispensable skill. Marketing, at its core, is not just about catchy slogans and flashy banners. Instead, it’s a deeply rooted in the idea of generosity. It’s about lending a helping hand to someone entangled in a problem, a problem that’s personal, unique, and perhaps, even intimate to them.

The act of marketing is far from being a self-serving pursuit. It’s about shifting the lens from your product to the consumer, understanding their needs, their wants, their desires. It’s about creating a bridge between their current reality and their ideal future. This is where your product or service steps in, not as an intrusive entity, but as a solution, as a tool, as a catalyst in their journey of transformation.

However, remember that marketing should never distort reality or fabricate fantasies. Instead, its role is to amplify the truth, highlight possibilities, and encourage progress. It’s about helping the consumer paint a clearer picture of who they want to become, then illuminating the path that gets them there. By focusing on the customer’s journey, you’re not just selling a product or a service, you’re marketing a bridge to their aspirations.

Stephen Boudreau serves as VP of Brand and Community at Virtuous Software. For over two decades, he has helped nonprofits leverage the digital space to grow their impact. To that end, Stephen co-founded RaiseDonors, a platform that provides nonprofits with technology and experiences that remove barriers to successful online fundraising. He is an avid (but aging) soccer player, audiobook enthusiast, and the heavily-disputed UNO champion of his household.

Copyright ©2023 Stephen Boudreau.