The founder of the Meantime Brewing Company, Alistair Hook is known as the god
father of modern craft beer. When asked to explain the difference between a craft
brewery and a non-craft brewery the response was interesting. “It depends on the
person who’s buying the beer and whether they think it’s better” was the response.
The key word here is ‘better’.
Truth is every beer is someone’s favourite because taste matters. Everyone else is
When a marketer comes along and says “This is better,” he’s wrong. What he
actually means is “This is better for someone and it might be you.”
Empathy is at the heart of marketing.
Sonder is defined as that moment when we realise that everyone around us has an
internal life as rich and as conflicted as ours.
As a marketer then, we have little chance of marketing to others by insisting they do
what we tell them, that they realise how hard we’ve worked and how important our
Our job as marketers is to find a spot on the map that some people want to find, not
a selfish, unique selling proposition to maximise our market share but a generous
beacon so that people can find us.