Last night, my little boy wanted to go trick-or-treating with his friend. Halloween was calling, that perfect mix of thrill and anticipation, and he wanted to share it with someone he trusted. So I reached out to his friend’s mom and asked if her son could join us. Her response surprised me. They’d planned to go out as a family and invited my son along. She promised to keep an eye on him, and he’d be part of their little Halloween squad. I paused for a second, then agreed. Sometimes, stepping back and letting go can open the door to a better experience.
As night fell, they set out together. My son’s excitement was unstoppable, and I could imagine them darting from door to door, holding out their bags, laughing at decorations, feeling a part of something bigger. When they returned, they were bubbling over with stories, comparing candies, swapping tales of the best-decorated houses, and feeling the warmth that comes with a shared adventure.
This wasn’t just a Halloween story; it was a story of community, of trust, of letting people in. My son didn’t just come back with candy. He came back with memories, with connection, with the feeling that he belonged somewhere, with someone who cared enough to make the night special for him. And isn’t that what we’re all searching for, whether in business, relationships, or community?
People don’t want transactions. People aren’t just looking for candy. They’re looking for someone to make the night memorable. In marketing, in leadership, in customer service, the best moments happen when we step back, let someone else lead, and build that connection with sincerity.
As marketers, we’re in the Halloween business every day. We’re not here to hand out the same old candy. We’re here to make people feel part of something special, to build a tribe that trusts us enough to let us take their kids out for an evening and bring them back a little happier, a little more connected.
So the next time we plan a campaign, design a service, or respond to a customer, maybe we can ask ourselves. Are we handing out candy, or are we inviting them into a family for the night? Because if we’re doing it right, they’ll come back year after year, bringing others along, not just for the treats but for the feeling that there’s someone out there who cares.
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