In the school of parenting I’m learning when to push and when to pull. You can – and sometimes must – force your kid to do what you tell them. Far better, though, to earn their trust, understand where they’re at, and motivate them to want to launch themselves down a slide (when they’re old enough, of course).
Push and pull are important to learn in advertising as well. You can push your message to the masses with email blasts, mailbox-filling flyers, and any intrusive method you like. Sometimes it works, and sometimes it’s necessary.
Far better, though, to earn a person’s trust, gain the permission to speak, and motivate them to want to join your tribe, go to your website, or buy your product.