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  • Writer's pictureGil Aranowitz

What was I thinking!??!

My hands trembled slightly. I opened the New International Version bible to the carefully folded, bookmarked page. I began to read with what I hoped might come across as something akin to James Earle Jones.

 

“Meaningless! Meaningless!”

says the Teacher.

“Utterly meaningless!

Everything is meaningless.”


What do people gain from all their labors

at which they toil under the sun?

 

I noticed my voice cracking with anxiety. Looking up at the drama teacher, Mr. Scobalete, I was hoping to catch a glimpse of approval, or maybe even sympathy.


But I was just met with feigned indifference. 

I continued.

 

Generations come and generations go,

but the earth remains forever.

The sun rises and the sun sets,

and hurries back to where it rises.

The wind blows to the south

and turns to the north;

round and round it goes,

ever returning on its course.

All streams flow into the sea,

yet the sea is never full.

To the place the streams come from,

there they return again.

 

As an awkward high schooler trying to find a place amongst my peers, I thought the drama club might be the answer. But this was not going as planned. My voice cracked.

All things are wearisome,

more than one can say.

The eye never has enough of seeing,

nor the ear its fill of hearing.

What has been will be again,

what has been done will be done again;

there is nothing new under the sun.

 

I never did get that call back for a second audition, which is no surprise. I was trying to channel authoritative fire and brimstone, but all I had to offer were teenage insecurities.

 

I was too naive to lean into who I really was. Instead, I channeled what I thought I needed to be.


Brands do this all the time, on everything from seven-figure Super Bowl spots to the social media posts shared on the daily. And if you think this is hard on one poorly-adjusted Long Island high schooler, imagine what it means for a gajillion-dollar corporation. Or even a solopreneur simply trying to provide for their family.

 

Maybe that’s why I put so much emphasis on helping my clients clearly articulate their deeper purpose and find their distinct voice. Because marketing is no different from high school, right?

 

But seriously, communicating your message in an ownable way may be the greatest advantage you can give your business. At least it can get you to the second round of the auditions. And certainly, give you a real shot at nailing the part your customers want you to play. 

 

Here's to you being YOU! 🥂

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