Desire is essentially borrowed desire.
– René Girard in “The Scapegoat: The Ideas of René Girard” (CBC)
Conventional wisdom tells you to ‘know your customer’. This is necessary, but not sufficient. You must also know who your customer wants to be. Effective marketing shows people how to bridge the gap between who they are, and who they want to be. Great marketers understand this intuitively. In the following infographic I explain how to do this explicitly.
This article was originally posted on ideas.adlove.com.