If you’ve followed along with the series up to this point, you’ve met both avatars, and seen how we use the contrast between them to illustrate the challenge faced by those the Wabbits seek to serve.

For most marketers and web designers in the marketplace, this is all too much work.

And you wouldn’t believe how many businesses wrongly assume they already know their customers to the depth we suggest.

Understanding how to do this process of research and development, and understanding how to leverage avatars for the good of your business are fundamental skills in entrepreneurship.

Doing this work is a critical first step in building a strong foundation for your eventual empire.

When I first got into the marketing business two decades ago, I was working from what they teach in marketing courses in universities the world over… which is fine…

And I got really good at selling other people’s stuff, but…

I still didn’t know how to leverage my interests, or my business, into long-term assets that could serve me, instead of enslaving me.

That is… until I found experienced mentors.

Marketing is the work of helping people get what they’ve wanted all along. Marketing is about establishing the conditions for a small group of people to eagerly spread the word and build connection. Modern marketing changes the culture by establishing what the new norms are, and does it in a way that makes things better for those it serves.”

Seth Godin

I’ve added the bold emphasis because it answers the question I left lingering earlier in this series…

Sometimes it’s easy to make the mistake of thinking marketing is solely a way to help us sell our stuff; our tech, our widgets, our services, our shiny objects, etc.

It’s not.

“The aim of marketing is to make selling superfluous… to know and understand the customer so well that the product or service fits him and sells itself.”

Peter Drucker

The sale is a natural byproduct of helping people get what they’ve wanted all along.

When our focus is on helping and serving, the selling process takes care of itself organically.

That’s the “big secret” our avatar Jasper understands.

It’s the fuel that powers his discipline.

In fact, adopting that same mindset is one of the key components which helped me make my eventual transformation from Larry into Jasper.

It’s like looking through a lens that reveals new dimensions of reality to you.

Once you see it, you can’t un-see it.

And, this isn’t an isolated experience…

The results we’ve seen at Wabbit, when our students choose to think like Jasper, are astounding. Some of them are enjoying regular $100,000 weeks! You can find a few of those stories in our case studies section.

We don’t hide behind survivorship bias here. These people do the work, so, they reap the rewards.

“Every man builds his world in his own image. He has the power to choose, but no power to escape the necessity of choice.”

Ayn Rand

The great news is, who we are today is not set in stone.

Each of us gets to choose.

Do you want to live, and operate, and think, and behave, as Larry does, or as Jasper does?

It’s just a decision, and it is yours to make at any time.

In his book, The War of Art, Steven Pressfield says “You have a choice. Do it or don’t do it.”

Yoda said “Do or do not, there is no try.”

The Wabbits are asking “Who do you choose to be?”

I know, it sounds too simple to be true.

Our minds try to wiggle out of the spotlight of it.

Here’s the mental squeeze point…

If you choose to honestly chase this dream of yours, you will have to find a way.

And there is. no. easy. way.

It doesn’t exist.

If you think there is, you’re wrong.

There is only a hard way, and it will challenge you in ways that neither of us can completely predict.

That’s the game.

It is the only game, and it is infinite.

We have to lean into that fact, because it’s the only way to cross the chasm separating Larry from Jasper.

So, what next?

If you’re a Larry today, and want to transform into a Jasper, the Wabbits can help with that.

If you’re already a Jasper, but want to level the !@#% up, we can help you with that, too.

(There’s plenty of free content here, this link will take you back to the article index.)

Maybe you just need a hand with a project, or a little nudge to help point your boat in the right direction.

We are olympic-level nudgers.

If we can’t help, we’ll be the first to tell you.

Not only will we tell you, we will do everything we can to point you in the best direction.

We don’t have all the answers.

We don’t serve everyone.

We don’t build everything.

What we have here isn’t for most, or even for many.

We are here for those rare “weirdos” who choose to enroll in the journey and do the hard work.

For the outliers.

For the tribe.

Because we are stronger together.

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