We change companies to be less about ads and more about acts.

Companies are defined by what they do, not by what they say.

Convincing customers to buy products has become a war of who yells more and louder rather than who listens better. If you really listen to people, watch and analyze their behavior, you’ll see that your product is often chosen for lack of better and that most often the choice is influenced by past experience and by word of mouth way more than it is by advertising. Product fit, past experience and word of mouth are driven by what you do, your acts, so that is where you make the difference.

This, while many of the greatest minds of our generation are figuring out ways to have people click more on ads, rather than solving true customer irritations. Many CEOs are never in contact with their customers. Most marketing spend is to acquire new customers, while existing customers do not feel recognized. Companies do campaign after campaign while new product or service development takes years. Companies ship things they did not test with customers and then need marketing to bridge the gap between what they offer and what customers want.

We do not see how this is a sustainable way forward.
So our plea is to advertise less and do more. Less marketing, more make-a-thing. Less yelling, more listening.