There are two kinds of marketing, and the gap between them keeps widening. You’ll need to choose.

Do marketing to people or with them…

Actually, there are a few other gaps worth considering:

Average stuff vs remarkable edge cases

Brand vs. direct

Unmeasured vs. measured

Largest imaginable market vs. smallest viable audience.

And… Attention as a precious resource vs. something to be purchased or stolen, cheap churn, and then move on.