I think that all marketing creates change, therefore, if you are not creating change then, you are not marketing. What change are you seeking to make and who are you trying to change?

• Are you trying to change lonely people into connected people?

• Are you trying to change powerful people into kinder people?

• Are you trying to change people with one status into people with another status?

Be specific about the who are the people you are trying to reach and change otherwise you have no chance of succeeding. The challenge is to find the smallest viable audience of people who can support you, only serve them and only attempt to change them - “If you are like this and you want to get to to that, then I can help you get there.”