they keep on wanting to be connected

how?
 1. They appealed to a relatively tiny audience and focused all their energy on them

you cant get someone to do something that they dont want to do, and most of the time what people want to do is to take action that reinforces their internal narratives. 
 where does it come from? How does it get changed?
 How do we use internal narrative that makes them open to changing behaviour

it can be our desire to fit in
 and perception of our status

no one is wholly original self directed and isolated

we cant change the culture but each of us has the opportunity to change a culture

the smallest viable market makes sense ebcause it maximizes your chances of changing a culture

the internal narrative

everything we do comes from a simple question

do people like me do things like this

normalization creates culture and culture drives our choices. 

marketers dont make average stuffs for average people

we make change.

by normalizing new behaviours

Marketers create tension and forward motion relieves that tension

we intentionally create gaps, little canyons of tension that peoipe find themselves leaping over.

STATUS DOMINANCE AND AFFILIATION

why do people choose one thing over another?
 if you look at decisions that dont initially make sense, youll likely see status roles at work

the decision didnt make sense to you but it makes sense to the person who made it

status creates a narrative that changes our perceived options and alters our choices, undermines our future
 
 THe status dynamic is always at work.

The smart marketer begins to realize that somepeople are open and hungry for a shift in status, while others will fight like crazy to maintain their roles. 

Status is no the same as wealth

we adjust our status constatnly, intuitively playing with it based on the situation. and when you bring your work to the market, nothing is considered before status roles.

status isnt nearly as simple as it a[prears

consider the ones you seek to serve, their external status and their internal status

next, work through how they maintain or seek to change that status. do they belittle others? seek approval? help in selfless ways

drige themselves to achieve mpre?
 what sort of wins and losses do they track

people will seek their status based on their peers

different stories for different people

we have our own narratives

but in order to change the world we need to make assumption about what others believe.