Great businesses have a lot in common with religions and mass-movements.
Yes it’s about faith on the surface but there’s something deeper at work.
We are afraid of the dark.
Around those first cave fires religion was invented. To give people a feeling that when they closed their eyes at night they had protection from the blackness.
Governments and movements play the same role. They protect as – and that is why we believe in them.
There’s lot of other goodies when it comes to believing in unseen forces and the people who lead them.
But first they protect us from the dark.
We all have these things we believe in, and many of them are commercially available.
My iPhone, your Tesla.
Each of these things and the companies that sell them, create an imaginary force field around us that is part of how we cope with the Lovecraftian horror that is at the back of every human’s primitive mind.
This need, and subsequent attachment, explains celebrities, politicians and charismatic sales people.
We need them because they exude that force field. And when we attach ourselves to them we get a bit of that imagined power transferred to us.
Our goal as business owners and marketers is to understand this primitive need.
Then we go about generating our own force field – imbue our product with hope and magic that it solves their problem. And when you solve one problem you get a bonus – you are perceived as powerful.
You are elevating yourself to the level of our ancient ancestor who told those stories around the fire, hoping to keep the boogeyman away.
Yes, this could be perceived as silly but look at any commercial association you have. You buy things because they make you feel good and powerful and possessing status, but back of all that is the force field that your mind thinks is protecting you from the unknown.
Once you start thinking in this way your approach to how you present yourself in the market place will shift. You have a higher level understanding of what you are doing and it doesn’t matter if you are selling trinkets or life insurance.
When you go to the marketplace do it with the full confidence that you are bringing them the light they deeply desire.