Are you the company theater director?

A wise and wonderful client who spearheads a successful health care philanthropy program described her role as theater director—the person who stages experiences between donors and her facility. I love this description and think it describes what good marketers do, too.

"I don't ask for money," she says, describing her refreshing way of viewing of fund raising. Instead, she tells the story and lets it do its work. "I know it's unconventional, yet we don't have enough staff to process all the donations people want to make to our facility."

What experiences are you creating for your customers?

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