You don’t need the marketing budget of Revlon like you did in the old days.

Today the best brands tell stories that people want to believe and make meaning before making money.

The greatest equaliser of today is that creating meaning does not depend on a big budget.

All it takes is to care, to do work that matters.

Some of the biggest successes of our time, Gift of the Givers, The Pavement Bookworm, Silulo Ulutho Technologies, Quali Health and TED made meaning first and money later.

Tiny charitable foundations have found their voice in a crowded marketplace through their ability to tell and share a story that people wanted to believe.

Show that you care first, make your product give meaning to your customers.

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