People like us doing things like this

Almost everything we do is to make change happen.
Most of the times, that change is triggered by a desire to fit in.
  • "People like me own a car."
  • "People like me don't cheat on taxes."
  • "People like me eat organic."
Even if you are trying to be an outlier, you are following another outlier.
There is no universal culture. You must pick the audience and ignore everyone else. Focus on building a living story that resonates with their culture.

References

  • This is Marketing

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