Unintended Consequences Make Better Marketing.

A number of desks will soon feature marketing pitches based on the concept of the "reluctantly wealthy".  I know this because the phrase appeared in the comments in Rob's blog the other day and  caused quite a stir.

The idea stemmed from the realisation that the wealth of a successful individual is sometimes only a by-product of some other attribute, be that industriousness, creativity or a passionate belief. People see the wealth, but miss what lies deeper.

If you can recognise the unintended consequences in relation to the situation you're marketing, you're  likely to appeal to a much more resonant motivation that lies beneath rather than repeat the superficial notion that inhabits your competitors' lowest common denominator efforts.