07/01/2026
*It is not about you.*
The Human Driven Internet is a sea of conversations, streaming through connections. And these patterns create meaning.
I believe that within this evolving (for brevity NON AI) view of the Web, we overlook what drives our customers to action. If 80% of human action is reactive to a problem to stop a pain...do individuals and businesses today miss the target on how we communicate our value to others, and especially when it comes to describing our services, and offers.
See, People Buy or Do things for Their Own Reasons, and human behavior often follows pain.
What pains are you trying to solve?
Are you focused on what you are tying to fix in your personal life or business - or focused on your customer, their pain, their concept of it, and how you solve it?
Mindset. Are you *in* your own self looking at the problem / pain or are you *on* the business, looking at your customers pains and looking at the pain/ problem. The way yyou answer, and your in versus on mindset is directly affecting the outomes of your personal life & business.
Smart brands deliver valuable content to their customers based on the human experiences they have.
Not so smart brands ignore this and sink their entire brand, offer, and campaign.
*Remember: Businesses do not have relationships, people do.*
These relationships exist within your lists: (people subscribed to email, twitter, or active on your page) and through all the connections within these lists. It is these connections within your networks that shape your value proposition and brand story. *Tapping into these relationships and the overall narrative -allows you to communicate with the people in your audience in a natural human way.*
*Your NEW aim: addressing the pains your customers have that your business solves.
We communicate these through natural human experiences.*
Rather than looking at content as digital artifacts with value hinged upon numbers -we look at content marketing as our ability to take your customers on a ‘journey through a ‘narrative.
We know the connections between people and the content they consume are more important than the content itself but WE LOVE TO TALK ABOUT OURSELVES.
*Why should people consume your content?
Because it is not about YOU.
It is about the PAINS you solve for others!*
There is an opportunity to stop looking at the call to action in marketing and start looking at the space between that call to action and the *behavior* of the people that are consuming your content…
And answer the big question in an attention economy: what value does your content give them?
People relate to one another through human experience, and when we address these experiences we communicate WITH them versus at them or too them - we create content that engages.
Human Experience is what makes Content Valuable and Engaging.
Marketers and Brands often miss this critical factor in the foundation of the content they provide. You will see a lot of ‘Me Too’ Content that has no soul, low engagement, and no human purpose!
But Kevin, I have Questions... (contact me! Startup Dragons or Kevin Leversee or x.com )
(this is my secret to content, offer, and messaging to any and all brands, businesses, and organizations)
This provides you an increasingly apt metaphor for what I call the 'Desire Paradox" - in that we praise the wrong successes, in life, in popular culture, in business, and so on. We think we Desire this goal or outcome, everyone tells us we do, but we don't. For example, you don't want a job- no one want's to wake up at 4 am, slap the alarm, and go sit in traffic, for customers that dump emotions on you and a boss that is ambivalent. You want what the job gives you = sense of purpose, pride in your work, a paycheck... So the Desire Paradox is you are searching for jobs and not what they give you... so look at what you really want: Sense of Purpose, Pride in your work, and a paycheck...
