Changing the way we think is one of the hardest things we do as human beings. Because our thoughts are automatic — ingrained in us through genetics, nurture, and experiences.

Thing is, the basis of real improvement is changing the way you think. It’s damn hard. Which is why millions of self-help books sell every year, but the amount of lasting change is tiny. It’s why a lot of people go to therapy for years but never really change.

To improve your marketing, you must change how you think:

• About consumers.
• About your communication.
• About your public relations outreach — and the professionals who do it.
• About your own role.

Another way to say this is you must change the way you perceive these variables.

It’s damn hard. But it’s not impossible.