It’s sadly true that resources are finite; there’s a limited amount of time, money, coffee…

So, when people choose to do one thing with a resource they have also decided, sometimes unconsciously, not to do everything else with it. Effectively, every choice is a zero-sum game.  

It’s the key driver in marketing, persuading our audiences to choose us. And since we used the word game, it makes marketing the game of driving our audiences to use their resources in our favour. But it’s not always a game with a level playing field and there are always ways to push choice in your favour.  

We call that push positive-sum thinking It’s about out-performing the competition not out-spending them.

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