Old marketing would put the right message in the right place so the right people would find it. The celebrant would advertise in the wedding magazine because people having weddings bought wedding magazines. The tools were at the tool shop so people who needed tools would know where to buy them. The cheap services were advertised where cheap people shopped, and expensive services were advertised where people with too much money shopped.

New marketing requires you to be found, to be stumbled across. For someone to tell someone else “look over there” and when they do, they’re pleasantly surprised as they find an opportunity to invest some of their money in something that resonates with their worldview, their needs, and their wants. New marketing is about aligning stories, creating serendipity, wonder, and aww. New marketing is a long term investment with even longer term gains.