The anonymous and the masses
"We can no longer market to the anonymous masses. They are not anonymous and they're not masses. You can only market to people who are willing participants, like this group of ten." - Seth Godin.
Designing Communication That Resonates
For entrepreneurs, artists, and mission-driven leaders, this isn’t just marketing insight—it’s a design principle.
Mass communication no longer works. Churches rely on Sunday sermons and broad announcements. Nonprofits send blast emails. Startups throw money into social ads. But the truth is, people aren’t waiting to be spoken at. They’re looking to be seen, known, and invited.
That’s where design thinking comes in. At its core, design thinking is human-centered design: start with the people, not the product. Empathy drives everything. It asks: Who are we designing this for, and what do they actually need?
When you apply human-centered design to communication, a new pattern emerges:
- The Unaware — They don’t know you exist or why your work matters. Your task: spark curiosity. Design entry points that meet them where they are, in their language, with their felt needs.
- The Curious — They’ve noticed you. They’re exploring what you offer. Your task: invite commitment. Design clear, simple pathways for them to say “yes” to the next step.
- The Committed — They’ve already said yes. They’re with you. Your task: empower ownership. Design experiences, tools, and systems that allow them to integrate it into their lives and spread it to others.
Design thinking helps us see these not as marketing funnels, but as human journeys. Each stage requires empathy, creativity, and iteration.
If you flatten everyone into the same “mass” communication, you fail each group differently. The unaware scroll past. The curious get lost in the noise. The committed feel neglected.
But when you design with empathy—shaping your message and experience for the stage each person is in—you move from broadcasting to connecting. From noise to resonance. From masses to meaning.
The leaders who thrive in the future won’t be the ones who shout the loudest. They’ll be the ones who listen deeply, design intentionally, and move people from unaware → curious → committed.
Because strategy is not about reach. It’s about resonance.
Reflection Questions
- Who are you designing for this week?
- Are they unaware, curious, or committed?
- What small shift could you make to move them one step further on their journey?