Don't be a thief; start doing real marketing.
You're stealing when you don't empathize with your customers.
You're stealing when you assume they think the same way you do.
You're stealing when you fail to provide them with an experience worth more than the money they are exchanging.
The most prolific thieves in business today are the companies who refuse to say to some part of the marketplace, "this wasn't made for you."
Because those who are unwilling to reject a portion of the marketplace cannot serve the customers for whom they can matter most.
Exclusion + empathy can be the highest form of service.
Make something different. Make people care. Make fans, not followers.