Take the wide shot

As marketers we tend to have a narrow, product-focused lens. Features and benefits. Problems and personas. E-books and social snippets. Blogs for the media savvy, case studies for the business decision makers, white papers for the most technical audience. And all along the way we are promoting narrow-focused reasons to use our product.

Every once in a while we need to back up and tell a story. To trade our macro lens for a wide angle. Now we have a view that includes humanity, and we can focus on a story that they care about.