The only way to get what you're worth is to stand out, to exert emotional labor, to be seen as indispensable, and to produce interactions that organi… - Seth Godin

People settle. They settle for less than they are capable of.

Your first mistake might be assuming that people are rational.
Your second mistake could be assuming that people are eager for change.
And the marketer's third mistake is assuming that once someone knows things the way you know them, they will choose what you chose.

People have come to the erroneous conclusion that if they’re not willing to start something separate, world-changing, and risky, they have no business starting anything. Somehow, we’ve fooled ourselves into believing that the project has to have a name, a building, and a stock ticker symbol to matter.