Imagine it’s a rainy day, and you’re taking a drive. The sun emerges, and you spot a rainbow.
“It’s a rainbow!” you shout to your family.
How can you prove it’s a rainbow, though? Can you slice off a piece of the rainbow and bring it into a lab? What would you see if you were to hold a microscope up to the rainbow? Only light and water droplets.
But we know there’s a rainbow. So how is that possible?
Because other people see the rainbow. People gather around, look to the horizon, and say, “Yep, that’s a rainbow!”
Gasping in awe at a beautiful rainbow is a shared human experience. It doesn’t matter whether a rainbow is “real” in the scientific sense.
Understanding this lived human experience — and speaking to it — is the key to creating marketing that resonates.