People don't want what you make
Seth explains that "marketing is the generous act of helping someone solve a problem. Their problem".
It may sound strange but think about the one thing you are passionate about creating. For me, it really is about the underlying truths that obfuscate better decision making in healthcare. And the strategy--at least for me--is to liberate the data. Not just numbers because they are meaningless without curation and a narrative.
If I was going to hand over a "product" in the way Seth describes, it would be data literacy. Why? Because it is scalable and attainable. Currently it seems to be claimed by those with power and access to proprietary data but what if I could show you where the non-proprietary data lives, teach you how to access it, and empower you individually or enterprise-wide how to curate the data for both empathy, information, and insights?
Seth Godin also differentiates between tactics and strategy. "Tactics are easy to understand because we can list them. You use a tactic or you don't. Strategy is more amorphous. It's the umbrella over your tactics, the work the tactics seek to support."
It is okay to share your strategy. The tactics are specifically how you will execute your strategy--those you need to protect.
I'll go first. There is a problem in healthcare. The problem that everyone wants to solve is never clearly defined. Everyone has the solution. How is that possible?
If everyone wanted to see all of the data--even the data that might oppose a strongly held belief or tension--we would at least be walking in the same direction. I see a better alternative, come with me--Seth Godin.
“The sense of having walked from far inside yourself / out into the revelation, to have risked yourself / for something that seemed to stand both inside you / and far beyond you, that called you back”--David Whyte
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair...
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”