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  • Writer's pictureGil Aranowitz

Caught in the dopamine trap?

Reading Dopamine Nation has got me thinking… 


In an age where instant gratification rules, marketers are finding themselves caught in the same trap as those TikTok-scrolling, meme-chasing device addicts.


It's a world where the quest for the next big hit of digital euphoria has everyone from teenagers testing their luck in the latest daredevil internet challenge to marketers, all craving that quick fix.


But here's the kicker: for marketers, that rush often boils down to a single metric—the final click. It's as if the whole game is about chasing that one moment of glory, ignoring the broader picture.


Let's get real. This narrow focus is like trying to run a marathon while staring at your shoelaces. Sure, the final click matters, but what about the journey there?


Consider the overlooked elements that truly shape a brand's impact:

  • Brand positioning: Where you stand in the market's grand tapestry.

  • Voice distinctiveness: Crafting a sound that's all your own.

  • Narrative power: The stories that make your brand stick.

  • Content alignment: Making sure what you say rings true to who you are.

By zeroing in on the last click, marketers are missing the forest for the trees. It's time to break free from the addiction to instant gratification and embrace the full spectrum of what makes marketing truly resonate.


Let's aim for sustainable engagement, not just a fleeting high.

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