Much of what I’ve learned about marketing didn’t come from big campaigns. It came from small moments you almost miss if you’re not paying attention.
I’m reminded of one in particular.
Years ago, we launched an art fair. It was the kind of event that requires a lot to bring to life: community partners, vendors, sponsors, artists, and coordination with the city. In the end, it came together in a way that made us proud.
A close friend of mine volunteered to help. She’s experienced in events, and I was grateful to have her as a second set of eyes and hands.
Throughout the event, she was walking around helping people find their way. And it was a hot day, so she was pointing out where they could get a “Coke.” It was thoughtful and helpful.
I remember noticing it pretty quickly. Because our corporate sponsor was Pepsi.
The Lessons Behind the Moment
She’s from the South. If you’ve spent time there, you know that “Coke” is often used as a general term for any pop. It’s just part of the language.
It was a small moment. We pulled her aside and explained it. She adjusted. That was it.
No issue. No fallout. The event kept going (it’s still happening annually, 21 years later).
But it stayed with me. It’s something I reflect on even now.
Back then, moments like that stayed small. You noticed them, you learned something, and you moved on.
Today, I’m not so sure.
Now, moments travel. They get recorded, shared, interpreted. Often by people who weren’t there and don’t have the full context. Social media has changed the scale of everything.
What was once a quick correction can now become a conversation (or a controversy) far beyond the moment itself.
But the lesson hasn’t changed. Understanding your audience, the context you’re in, and the words you choose still matter, because the work itself will keep changing. The tools will change, the platforms will shift. Trends will come and go.
But the ability to understand people—and meet them where they are—will always be the work, and it’s a big part of why I love it.
