All this technical hyperactivity, this extreme state of connectivity, devices and platforms and globalisation has changed the world and the way we live in it. No doubt. There’s good and not so good things that have come and are yet to come of that, but mostly I see an awful lot of opportunity to make a difference. Not only do we have greater ability to make things happen because people and markets and ideas are more assessable, sharable and spreadable, but there’s the opportunity of demand for it.
… because they can. We’ve evolved to the point as humans where, at least in the Western world, many of us have achieved well beyond our basic needs and are heading confidently towards self-actualisation. We have options, we have freedom, we have resources.
And so, because of this, not only do we crave more meaning, but we're actually recognising a responsibility to make a difference. We don’t have to do things the way they’ve always been done and neither do we have to put up with things being done the way they’ve been done. Our mission is our responsibility to take hold of our options, our freedom and our resources to change lives and do good.
Treating sales as mere transactions, customers as faceless numbers, competing on price alone and interrupting people with louder messages won’t cut it anymore. We have the choice to ignore all that, we have options to choose something different and we’re choosing them.
This isn’t some fluffy new loved-up marketing spin, it’s more than that. Much more than that. It’s about stepping up, having the courage to stand up and do things differently, be a bit if the change you want to see. It’s a whole new era, a new generation of thinking, a new landscape of possibilities. It’s about collaboration and connection, it’s about being solid and stuff that actually matters. It’s about people sharing their inspiration to inspire others. It’s exciting, abundantly hopeful and I have a hunch it’s going to change our world.
If you’re interested in learning more about this opportunity in business and marketing, I would highly recommend Bernadette Jiwa’s book, “Difference”. I loved it and have written a review here. For more, here is a link to her site http://thestoryoftelling.com.
Photo credit: "Make a difference" by C. Mario del Rio via Flickr