How does marketing make change happen?

Here are 2 ways to think about it:

Insight Driven: When you have an insight and deliver such innovation that people willingly choose to make a new decision, adopt a new habit etc.

Pattern-Match Driven: When you provide an option that matches a decision they’ve already made. This isn’t a new decision, merely new information.

This is useful when thinking about what motivates your chosen customer persona. Connecting to already-existing motivations and beliefs is the most effective way to leverage change. Through symbols and riffs on familiar motivations, we can instantly “fit” into a worldview.