Making people see what you see.

They don’t see what I see.

They don’t know what I know.

They don’t want what I want.

— Seth Godin

There’s great power in those sentences. They tell us the state of attention of “other people”. They’re highly likely to be true, depending on who we’re talking about.

It’s important to remember when we’re talking to people that they might not be interested in whatever you’re talking about. That’s the role of a marketer, to show people what you see, what you know and what you want.

That’s all you can do.

You can’t make anyone see something. You can’t force someone to know something. And you can’t possibly demand that anyone wants what you want.

But you can show more people. And then possibly, just possibly, someone might start to see. To know. To want.

Then they’re not them anymore. They become a part of a we.