We lived in this all-important bubble called marketing, where we prided ourselves on being in the driver’s seat of aspirations and experiences that consumers could achieve. We dictated what and how people would buy. As brands we were channels for people to get access to worlds that were usually assumed to be beyond their reach. We created and told stories, and consumers were part of these narratives.
But today, when I look back, every fundamental I knew and learned in marketing has been turned on its head. The only thing that remains constant is its purpose: to influence the buying decision of consumers. What changed? A simple fact: people. And they aren’t interested in being part of a brand’s w
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