Marketing is a dirty word. When you’re building out your new idea, in the back of your mind is this nagging thought that, at some point, you’re going to have to do some marketing. The thought is disgusting. It makes you throw up a little in your mouth.

Here’s a reframe:
Old frame: Marketing is a dirty thing I need to do to get customers.
Refame: It’s not marketing. It’s alignment.

Think of your creation as the tangible expression of a deeper value.

Once you realize that’s what you’re doing, bringing it to the world becomes just the challenge of finding the people who share that value and putting your creation in front them in an interesting way.

Let’s look at some stories of people who did this well and talk about how this can work for you.