Your Work Isn’t Just The Work Of A Few People

Most of the time, marketers tell stories that only work if the group is in on it.

There were no overnight successes. We needed to raise the money to fix a technical problem that had been bothering people for years. It was a tricky story, full of compromises and missed opportunities.

When I tell this story to people, many of the first things they say is, “that’s not how I usually do things,” even though they’re not technically correct, or perhaps, “that’s not what I’ve been trained to do” even though they’re clearly correct.