Marketing makes change happen. And for humans, the change is rarely linear. There’s a moment before and a moment after the decision is made. Some people find the moment thrilling, others are unnerved by it.

When a salesperson fails to open the door for the leap, the customer is ill-served. The status quo is powerful and left to our own devices, many of us would fail to go where we hope to.

On the other hand, when the marketing and sales folks push too hard, trust is broken. People end up being manipulated into actions that they’d rather not have taken, and relationships fall apart.

Forward motion happens when individuals and organizations decide to adopt a posture of possibility. And that’s enabled by marketers ready to help them embrace that possibility.