As marketers we help customers transition through changing. They might change to a new product or service or switch from one belief to the other but as a marketer we help guide where ever they want to change as a customer and help them to make it happen.

That through all the advertising and marketing that we do - that's really all that we are doing - giving people tools to finally do something different or to keep doing the things that they have always done.

Switching thoughts or switching products is hard and stressful because it involves risk. Some people are more capable of changing, while others find it more challenging.

The goal of a marketer is to meet this person where they are and help them make the change that they want to make (or don't want to make) on their own terms.