"Don't go to the supermarket when you're hungry."
The reason is obvious--when you're hungry, you're likely to buy things. The risk is that you'll buy something you don't need, because, of course, all that buying isn't actually making you less hungry.
The same thing is true for just about anything we seek to sell. Selling water to a thirsty person, education to someone seeking enlightenment, goals to someone eager to move forward—this is dramatically easier and more satisfying than first having to persuade someone that they should actually care about the difference you're trying to make.
Obvious? I think so.
But most marketers make this mistake on the very first day and keep making it for their entire career.
You might be in love with the change you are trying to make in the world. Best to begin with an audience that's rooting for you to succeed.
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