We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.

• People don't know what they want. It took someone to make an iPhone and show people, and then only did people want it.
• We need to find empathy to understand how people think before we can make a product people will want.

You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.

As marketers, we have to see what one type of person in a certain setting buying our product will be reminded of.

For example, if you're at a baseball game, someone can probably sell you a stale hot dog because it reminds you of going to the ballgame with your grandpa. But in a business setting, you would never buy it.

Marketing is about how we talk to other people in a way that earns their trust, get them excited and gain enrollment.

You have a marketing problem if you battle to serve the people you want to serve because they don't understand you or don't believe you, or don't talk about what you make.