A main key to succeed in marketing is to provide people with a social currency. If your marketing initiatives is not helping people to tell their stories you are most likely to fail. That´s why its more important to activate the market than becoming an echo of it. It´s why innovating through co-creating with people to find better ways of doing things is more important than using marketing for covering up inferior products. Focus on communicating together with the market the emotional answer to why you are in the market rather than focusing on differentiation in a generic market. We are not competing against other competitors stories, but the stories between people. How will you start and/or become part of these stories? That´s the shift we´re in the midst of.