If you want to bring a fundamental change in people's belief and behavior...you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured.
What we do as a community, as a society, for each other, matters as much as what we do for ourselves. It sounds a little trite, but there's a powerful amount of truth in that, I think.
I think actually the marketing community is approaching a crisis: There are just too many messages competing for too little attention. That is the fundamental problem.
