As much as I'd love for that idea to be true: that there is some Platonic argument that would sway everyone, at least two minds greater than my own who have done much thinking on this topic would disagree:
- Malcolm Gladwell talking about the lessons of spaghetti sauce: "There is no best spaghetti sauce, only best spaghetti sauces."
- Seth Godin thinking about
So what do I do with Seth Godin's insight into niches and tribes when I need to motivate "everyone" to participate in the project?
- If I want to give up, I can say that only a few groups are capable of being mobilized in any meaningful way and target those groups.
- If I want to take the hard road, I can look for the thousand segmentations that pick off the non-average from any given grouping.
I suppose that is basically the same conclusion as Gladwell and one that really shouldn't surprise anyone in marketing: know your audience and craft the value statement appropriately. If you have more than one audience, you should know that too.
The sad part is, maybe it doesn't work for saving the planet:
"There was no evidence, Bradshaw said, that rich nations — which have greater access to clean energy technologies — have a reduced environmental impact because of increased environmental awareness."