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Seth Godin prophesied 10 years ahead of his time, that in the future brands will need to earn the right to speak to their audience.

He famously called this concept Permission Marketing.

This prophecy has well and truly come to pass and most brands online have come to terms with this.

What most haven’t come to terms with is the fundamental underlying assumption of Permission Marketing – and we’re not talking about tactics like double opt-in email subscriptions or split tested headlines.

The word Permission is derived from the Latin: Per Mission.

Or: For the Mission.

How does the mission of your brand make the world a better place from your customer’s point of view?

Would your audience be able to guess the mission you’re taking them on purely from the marketing they receive?

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