March 10, 2016
Occasionally I’ll show my songs to friends and family, and I’ve noticed that if I don’t really get excited or sell my own interest in a song, other people won't be interested either. There are two lessons to learn from this.
Firstly, people respond to attitude more than content. If you expect someone to form an opinion or give feedback in an independent or novel way, they need your engagement to suggest that such a response is necessary. You have to show them gold, and tell them it’s gold. Make no mistake — if you chance to meet someone that responds thoughtfully to an idea without emotional cueing, then you’ve found gold and diamonds.
It would be cynical to say that people lack imagination, but the truth is subtly worse: outside of a window of self-interest, people don’t care about the broader world. And this is the second lesson — marketing is not only a battle to sell something, but it’s also the fight to get people to care in the first place. For an idea to leap the chasm between your heart and someone else’s, you need to both command their attention and defeat their apathy.