But only if we decide to use it as such.
The very first thing I learned in my MBA program was this: Business exists to make a profit.
And yet, the love of money is the root of all evil. Go figure.
Think about it. All the psychology and psychological trickery designed to drive us to specific actions (buying something).
All the technology and automation built around streamlining processes to eliminate any obstacle standing between us and that action (buying something).
All the personal data collected from our every action online—and IRL through device tracking—used in the hopes of getting the right message in front of us at the right time (so we’ll buy something).
Imagine if we used all that data and science and tech to encourage people to eat right, live healthier lifestyles, respect others, or properly care for their children. What if we used it to improve public education, public transit, and public utilities?
What if, instead of business existing to make a profit, business existed to make a difference?
I’ve long believed the science and tech behind modern marketing could be the world’s most powerful force for good—if we only decided business exists to make a difference instead.
Make a real, lasting difference, and the customers will come to you.
There’s an awful lot of noise out there these days, but ultimately, products and services truly worth owning sell themselves. You can spend a small fortune on marketing—but I’d argue you’ll see better returns by investing that budget into doing real, lasting good for others.
You may say I’m a dreamer, but I’m not the only one.