What’s the context?

A painting hanging at the Louvre feels different from one hanging at the local pawn shop.

As do first class seats, the $100 wine bottle, and the popular new app.

Context shapes our decisions.

Does this new thing sound familiar? Can I trust this product or service? Does this decision accurately reflect the story I’m telling myself right now? If I believe this to be true, can I afford to not take action right now? What will the others think if I do? What will I think of myself if I don’t?

If you want to stand out from the noise and create meaningful change, focus on the context.

P.S. While I’m on the topic of context, check out this wonderful interview with Louise Karch, author of the award-winning book Word Glue: Find Your Million Dollar Brand Name. It turns out that context matters in naming too!