For some, this is the holy grail of marketing.

If only more people knew what you know.

If only they were aware of what you have to offer, of the work you can share.

Perhaps you can get more people to click on your video, read your tweet or see your Instagram.

Alas, awareness is not action.

Everyone reading this is aware that Peru is a country. But that does not mean you have visited recently, or have plans to go soon.

Everyone reading this is aware that turnips are a root vegetable. But knowing they exist does not mean you are going to have them for dinner.

Awareness is important, but it is insufficient. Making noise is not a strategy.

Action comes from tension, desire and fear.

Action is the hard part.

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