“You have to give people what they __need__ in a package of what they __want.__” - Seanwes
This is the essence of advertising. It’s the proverbial head fake. People don’t usually want to do what they need to do, unless it’s masked in desire.
The empathy needed to understand those two things and package it together is the trade.
It’s not easy to do.
That’s why advertising become a game of manipulation instead of empathy. We’ve artificially complicated things so that you can sell solutions that are not needed. Keeping things simple is not profitable, but it’s what people need these days.
Coaching is what I hope people want so that they can do what they need to do: the work they were meant to do.