All business advantage is founded on some anomaly—a unique set of experiences that makes you better than anyone else at a particular skill, a new business model, a pool of talent others overlooked, a patent that sets you apart. But it’s not enough to describe the difference—you need "Reason Why Marketing."
Here in South Africa, my family and I are getting used to relying on the kindness of strangers. With no car (yet), no contacts, and frequently no clue, we’ve gone from reluctantly accepting assistance to actively sticking our thumbs out. In so doing, I’ve discovered a few things about human nature that make me a smarter marketer.