On Being Resonant

What the pupil must learn, if she learns anything at all, is that the world will do most of the work for you, provided you cooperate with it by identifying how it really works and aligning with those realities.

-Joseph Tussman

Think about this for a moment. It is a very big idea.

In marketing it is really important to grasp this concept. It comes down to finding your audience and delivering a relevant message to them. Uniquely to them. Or as Seth Goden puts it: “Who is it for and why does it matter?”

I’ve come to learn and appreciate that it is about identifying and deeply understanding the cultural frame of your audience.

In the old days we targeted a demographic when developing advertising. It was often a large one. Men 18-24 or 34 was always at the top of the list.

But here’s the thing. It’s much more complex and it’s about culture.

Culture is the way we see the world. The way we show up. Cultural frames let us make meaning and I would argue are the most influential human force.

Think about status, which is likely our single biggest motivator. %he role of status is very different across various tribes within a population segment. Status for an 18 year old athlete is very different from that of a gamer or aspiring computer scientist.

There is no way your message can go beyond relevance to resonance by thinking of them all as one culture.

Here’s an example.

A group of tourists are visiting a historical landmark, like an ancient castle

Imagine you're leading a tour of this castle, and all the tourists are standing in the same courtyard, looking at the same structure. However, each tourist comes from a different background, culture, and perspective. As you guide them through the castle's history and significance, you start to notice how their reactions and questions diverge.

One tourist might be an architecture enthusiast, focusing on the castle's design and construction techniques. Another tourist might be a history buff, asking about the battles that took place there. A third tourist might be an artist, capturing the scenery with a sketchbook. And yet another might be more interested in the castle's role in local folklore.

Despite being in the same physical location and hearing the same information, the tourists' mindsets shape how they engage with the experience. Their unique interests and lenses influence the questions they ask, the aspects they appreciate, and the emotions they feel. Just like this, within a single audience, individuals can have different mindsets that stem from their personal interests, values, and backgrounds, leading to a rich tapestry of perspectives even when focused on the same topic or situation.

Understanding the different cultural frame helps us make meaning and truly understand. Only then can you get to resonance.

One final note. Don’t mistake information for intimacy. Data doesn’t tell us what things mean. Too often marketers use data like a drunk uses a lamppost. We need to go much deeper and that often requires qualitative research such as ethnography.