On Marketing and the Priority of Conclusions Over Claims

Marketers are too concerned with claims. The work of the marketer is more subtle. We should be more concerned with fostering conclusions than forcing claims. Our work is to create a special mental condition. Indeed we arrange words to nurture “inevitable” cognitive conclusions. When someone is challenged by your claim, their natural posture is defensive – they fight it. When someone arrives at their own conclusion, their natural posture is offensive – they own it.