If you had to choose a thousand people to become your chosen few who would you choose?

Well, why not begin by choosing people based on what they dream of, believe and want, not based on what they look like. Just as you can choose people by the colour of their eyes so too can you group them based on the stories they tell themselves.

Cognitive linguist George Lakoff calls these worldviews. A worldview is a shortcut, a lens each of us uses when we see the world. They’re our beliefs and yes our biases.

Loyal Channel 4 News Viewers have a worldview so do the people who turn up to watch the midnight showing of ‘The Rocky Horror Show’.

So as marketers we should begin with a worldview and invite people who share that worldview to join us.

Everyone has a problem, a desire and a narrative.