Make Marketing Miserable.
At the recent Future Of Marketing 2016 conference, philosopher Alain de Boton reminded his audience that "marketing needs to admit that life can be miserable".
It's an outlook that obviously chimes with a philosophy that I outlined here ten years ago and which notes that every moment of frustration in a person's day is a marketing opportunity.
Clayton Christensen of disruption fame has a new book coming and it's focussed entirely on this concept of customers hiring brands to do a job for them in their life - a job which can range from quenching their thirst to making them feel better about themselves.
Marketing doesn't have to be about inspiration or aspiration, it's about being the brand that gets the job done.