The Leaf in the Dark

What does a leaf have to do with marketing?

More than you might think.

In daylight, we can see its colour, texture and tiny details. At night, the same leaf can look completely different. The leaf hasn't changed. The conditions under which we're interpreting it have.

And marketing works much the same way.

In the first episode of Season Two of A Marketing State of Mind, Lynn Colepaugh explores the space between the message we send and the message someone actually receives.

A proposal opened on a calm Tuesday morning isn't necessarily experienced the same way as that exact proposal arriving at 4:47 on a brutal Friday afternoon. A price can seem expensive until the cost of the problem becomes clear. A perfectly good social post can disappear into a day when your audience's attention is somewhere else entirely.

We spend enormous amounts of time trying to perfect the message. Sometimes, before we rewrite it, rebuild it or rebrand it, we need to look at the conditions surrounding it.

Because the message never arrives alone.

This episode explores context, perception, timing and the limits of what marketers can actually control, all inspired by one perfectly ordinary leaf.

Season Two: Strange Lessons from Ordinary Things looks for marketing lessons in places we don't normally think to look.

Learn more:
amarketingstateofmind.com
cyberprarmy.com

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