It is sadly true that resources are finite. There is a limited amount of time, money, coffee… So, when people make a choice to do one thing with a resource, they are also deciding, sometimes unconsciously, not to do everything else with it. Effectively every choice is a zero-sum game. It’s the key driver in marketing, persuading out audiences to choose us. And since we used the word game, it makes marketing the game of driving our audiences to use their resources in our favour. But it’s a game that isn’t always played on a level playing field. The some of the rules can be bent or influence to push that choice in your favour. We call that push positive sum thinking. In a world of ever stretched resources our approach is about out-performing not necessarily out-spending. Finding your positive sum gain can comes from many places but it usually starts with asking better questions: