Understand your target group. Segment them according to their needs. Format what you say in their language and target messages based on their behavior. All of this is marketing talk that takes place between offices and clients from meeting to another. Then we advertise and produce services and products that are made to appeal to consumers. It does make sense, but it is a bad success recipe.

Why is Tesla interesting to us? Why is Makia on the list of prestigious Finnish brands? Why has the assumed historical figure of Jesus received followers and a church that has been in existence for over 2,000 years? Probably not with segmenting or thinking about what would appeal to people. There might be many opinions about Tesla’s founder, Elon Musk, but he has at least a mission that changes the whole concept of cars. Tesla is not just an absurdly fast-moving, good-looking electric car, but a car that learns and gets new features because it’s connected to the Internet. A car that updates. It’s an exciting idea. Therefore, more of them are ordered than can be manufactured. Meanwhile, Makia has been running their own paths from the beginning, making mistakes and learning the hard way – as we all have. It has grown from a few friends’ cellar workshop to the desired brand, following their ‘Through the Rough Seas’ ideology; whatever happens, we make our own story. And then the world’s best marketer – Jesus of Nazareth. He had a better message and he did, and not just claimed. That’s why people wanted to follow him and share his thoughts. Tesla, Makia and Jesus are united by the same thing; You can say anything, but only your actions are believed. And when your actions are meaningful to people, they follow you.

Simon Sinek has said ten years ago that companies that have a purpose are going to make a better profit than companies whose job is to make a profit. Profit is the result of people believing in the same goal in the company. They do work that has a purpose. It affects everyone who is in touch with the company – and ultimately consumers. Pleasing is the opposite of this. Pleasing is never credible. It’s insincere. People see through it and look to those whose thoughts and actions they can respect. Those with whom they can create meaning to their lives. The ones that make your own values ​​visible. It is therefore strange that most of the marketers still choose pleasing.

PS. Sorry for the pleasing title.

Jari Aalto-Setälä

Brand Consultant and Marketing Specialist, who has worked for example creative office Sek Oy as their Managing Director and established the brand agency Rabbit in a Hat.