Today I was thinking about how my relationship with marketing has transformed completely over the past few years, and have noticed a similar shift in many passion-centered clients, colleagues and collaborators. It used to be the dreaded "necessary evil" of running a business...and now it is an enthusiastic sharing (in moderation, and with conscious respect for others). The shift had to do with learning to engage, trust and truly value my calling, and letting go of the old baggage I had associated with marketing.
As an entrepreneur, when your deepest aliveness - your soul's call combined with your unique creativity in the world - informs your business and you believe in and value it with your whole heart, marketing shifts from being the excrutiating "have-to" into sharing something really alive and valuable. You feel and know you are in service of something meaningful and greater than yourself. Financial energy integrates with creative energy and service energy. Aliveness, meaning, creativity and income-generation come together.
Marketing, then - within the context awareness and honoring - becomes an enthusiastic sharing of this aliveness so that others can join in, participate, and add their creativity, passion and meaning to the mix. It becomes part of a larger evolving process - simultaneously generative for self, others and the whole. The old static "What's in it for me?" becomes a dynamic "What's in it for we?!" It is not a means to an end, but an ongoing process of serving something larger than oneself.