Features and benefits

We buy things without logic, often for reasons we can’t easily verbalise, it comes from the heart.

This is why as marketers we need to tell the real story and create things that people can fall in love with.

That means having a great story, passion and value.

Adding another feature, benefit, widget is easy and no one really cares.

Marketing is everything we do and it starts with a story that others will care about.

Buried emotions that dance around the graveyard of my mind

A lot of my life I have been deaf through talking when I could have chosen to listen, I have starved people of the oxygen to explain themselves and left them fighting to be understood. The fear of being wrong if I listened coupled with wanting to earn another badge of being right.

The attention was gained from hogging the mic, talking the loudest, I’m right.

This is part of the journey that is hard, this where I have been in the last few years, in an emotional dark hole inside me. Braving up to the demons, dragging those buried emotions out of the graves inside my head, where I thought they would all rest in peace and leave me alone. But they didn’t stay in their graves, they danced all over their graves and haunted me.

The last 6-7 years, maybe more intensely in last 2-3 years, and now, as an ongoing journey of rumbling with and digging deep into the emotions of the past, I have been unpicking the past and I have been re-writing the past, changing the narrative to the real truth, not some other ‘truth’ that I have been telling myself, that I have been conditioned to think by ‘them’. ‘Them’ being the others, society all the people who have no right to tell me who I am, how I should behave, think, act. I am now taking ownership of my story, I am now choosing to be the star in my own life film instead of being a frustrated extra.

That way I can become an even better listener and give people who matter to me the oxygen they need to be understood, to tell their story, to share their narrative.

In order to move forward, we have to go back and dig up the emotions that are buried in the dark places. We have to be brave enough to face them, understand them and write a narrative that moves us forward and serves us well. Talking badly to ourselves serves us and everyone else around us badly.

I have learnt to be kind to myself, empathetic to myself, to change my inner voice, to be brave enough to face the emotions and demons. I am still digging up more in the huge cemetery that is the dark corner of Philip’s mind. It is an ongoing journey and a big task as the body count has been high in my life, the corpses have piled high, like an emotional Battle of the Somme.

Was or is it easy? No. But it is a whole lot better than having those demons, untruths and emotions dancing around my mind and preventing me from being me and living my life.

You have to see pain and suffering with purpose, as Viktor Frankl did on an epic scale, and then you can face anything because the pain has a meaning.

Despair = suffering – meaning (Thanks, Chip Conley for these wonderful and simple equations).

The more meaning to the suffering the less the despair.

The dancing party for my demons and untruths is coming to an end, they are running out of songs.