Marketer for the Ages

Seth Godin is a marketing author whose blog I read regularly.  Today he wrote regarding worldviews:

In All Marketers Tell Stories, I argue that most organizations shouldn’t try to change the worldview of the audience they’re marketing to.

Worldview is a term popularized by George Lakoff. It’s the set of expectations and biases that color the way each of us see the world (before the marketer ever arrives on the scene). The worldview of a 45 year old wine-loving investment banker is very different from that of a fraternity brother. One might see a $100 bottle of burgundy as both a bargain and a must-have, while the other might see the very same bottle of wine as an insane waste of money.

It’s extremely expensive, time consuming and difficult to change someone’s worldview. The guys at Opus One shouldn’t spend a lot of time marketing expensive wine to fraternities because it’s not efficient. Sell nuts to squirrels, don’t try to persuade dolphins that nuts are delicious.

There’s an exception to this rule, and that’s the necessity of changing worldviews if you want to become a giant brand, a world changer, a marketer for the ages. Starbucks changed the way a significant part of the world thought about spending $4 for a cup of coffee.

Another exception is Jesus Christ.  He came to transform the way we look at and live in the world.  Sometimes our problem is that we want to fit Jesus into some niche in our lives, “Jesus, just fix this problem I have and then leave me alone.”  We want Jesus to rescue us from a difficult circumstance and then quietly step back from the foreground, but he comes to the Lord and Master of our house.   Jesus truly came to  be the “marketer for the ages” that changes the story by which we live. 

 Keep your eyes on Jesus, who both began and finished this race we’re in. Study how he did it. Because he never lost sight of where he was headed – that exhilarating finish in and with God – he could put up with anything along the way: cross, shame, whatever. And now he’s there, in the place of honor, right alongside God. ( Hebrews 12:2 The Message)

How have you tried to adapt Jesus to your life rather than allowing him to rule?

Lord Jesus, be LORD today in my life.

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