Awareness is not sufficient for action

You know that Ford is a brand of car. That Hilton is a brand of hotel. That Budweiser is a brand of beer.

That does not mean you’ll drive, stay at, or drink, those products.

Awareness is sometimes given far too much primacy, perhaps because, when we have resources, it’s easy. With enough money, you can buy awareness.

To help someone understand why they should act, that’s where the real challenge lies. To give people a good enough reason, to tug at some fundamental desire for a different state, to show how life would genuinely be a little bit better if they chose what you have to offer over the competition, or simply doing nothing.

Moreover, to do so authentically, where the exchange of value is clear and transparent.

If awareness were the driving force of adoption, those with the biggest war chests would always win.