Rob Hardy on non-coercive marketing:

“The key ingredient in non-coercive marketing is the golden rule. We should market to others the way we’d want to be marketed to ourselves. Non-coercive marketing places full authority and trust in people. It creates the conditions under which they can make empowered decisions for themselves, and do so in their own time. It doesn’t seek to persuade, manipulate, or pester people into a decision that’s already been made for them. It merely opens new doors, tells the truth about what’s behind those doors, then surrenders the outcome, trusting that the right people will step through when they’re ready.”