If marketing was a bakery, we would probably all hate their cake. And here's why: As a baker, when your cake doesn't taste great, the best thing you can do is to learn to bake up better tasting cake, right? However, the default approach of many marketers is rather different. They will just take the cake, even if it's not that great and decorate it beautifully. Invent a story about how the recipe is an ancient and long forgotten secret off someone's grandmother. Throw some incentives in, so you can let's say get three if you buy two, although our customers might not even want one. And of course, have a celebrity who never tasted the cake tell us how delicious it is. And then, when you've tricked the customer into buying that piece of cake, trust erodes as the experience falls short of the expectation. Sure, the first bite is with the eye. But sooner or later, the customer gets to experience the actual taste. If the actual bite isn't great, that first impression of our eyes will quickly be forgotten. The default approach to marketing is prone to deception. Give me what you have and I will make it appear attractive and find ways to persuade a customer to buy it. Lighting the path is different. You start with a great tasting cake. You decorate a great cake not as a means to hide a weakness, but because it makes a great cake even greater. You don't invent a story about the recipe to make it appear cooler. You tell the actual story because it's fascinating, let's say due to the breathtaking attention to detail in making the cake. And here's when that pays off. When the actual bite confirms the eyes’ bite, it builds trust and we might fall in love with the cake. And buy a second one even without any incentive. Keep lighting the path!