Do you remember when people used to LIKE advertising? Back when people got excited if a salesman came to the door? When we HOPED the phone would ring with someone trying to sell us double glazing?
Believe it or not, that's how things used to be. Back when marketers could say what they did in public and not get a torrent of abuse :)
So what changed?
One of my first ever assignments when I set up in business as a growth strategist was to help a 12-man coaching and consulting firm get back on their feet. They'd gone from £1.5m turnover to £500k and it was painful.
So I went in, asked a few questions, and asked why they weren't going back to any of their past clients. Their response flummoxed me: "if we've done our job right, then they shouldn't need us again."