The School of Life by Alain de Botton isn’t a marketing book. It’s a thoughtful exploration of human behaviour, relationships, and the ways we deal with life’s challenges. But in many ways, that’s exactly why it’s relevant to marketing. After all, marketing is about people — their hopes, insecurities, flaws, and ambitions.
What follows are some of the book’s most striking ideas, and how they might influence the way we approach our work.
One of the book’s central points is that a crisis can be a sign of untapped appetite for growth — a need for change that hasn’t found a better outlet. The same applies to business. If sales are down, engagement is low, or competition is eating into your market share, it might not just be a problem; it could be an invitation to rethink, refine, and evolve.
In marketing, this might mean using dips in performance as a trigger to reassess your audience, your messaging, or your brand’s positioning.
The book defines self-esteem as success ÷ expectations. That’s a useful formula for both individuals and businesses. If your marketing promises the earth but delivers only an acre, customers will feel let down. But if you set realistic, honest expectations and then meet or exceed them, you build trust and loyalty.
A particularly memorable idea is that true love isn’t about perfect compatibility; it’s an achievement built on patience, compassion, and acceptance of flaws. The same applies to customers. No brand is perfect. Mistakes will happen. But being transparent, owning up quickly, and showing a willingness to put things right can often strengthen a relationship.
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The School of Life reminds us that almost everyone feels anxious, uncertain, or insecure — even the people who seem confident. In marketing, this is worth remembering. Behind every business decision-maker is a human being who doesn’t have all the answers. Empathy, reassurance, and clarity in communication can make your message far more persuasive.
One of the book’s more tongue-in-cheek suggestions is to start each day by reminding ourselves that we’re all a bit foolish. In marketing terms, this translates to avoiding arrogance in our campaigns. Overblown claims and overconfidence can alienate an audience — particularly in the UK, where understatement is often more persuasive than bravado.
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At its heart, The School of Life is about perspective. It asks us to see life — and people — as they are, not as we wish them to be. In marketing, that means meeting your audience where they are. Understanding their priorities, fears, and aspirations. Speaking to them in ways that feel human, not corporate. And remembering that behind every click, view, or purchase is a person navigating their own life story.
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