I got asked the other day how to get people to care about a company’s product. I was about to start with my usual social media lecture, but paused for a second. “You know what,” I said. “Nobody outside of your company probably does care about your product. And you know what? That’s okay!”

You see, your job as a marketer or business leader is not necessarily to get people to care about your business or your cause—at least not directly. Your job is to make it easy for a potential client to understand how your organization can help solve a problem they’re facing. Then maybe they’ll care, but that comes later.

I think someone who really explains this well is David Meerman Scott, and I’m looking forward to the release of his new book early next year.