TIINA NUUM
Thought Leadership marketing advisor & keynote speaker
I work with thought leaders, founders, CEOs and creative minds to shape ideas, narratives and strategies that have something to say — and somewhere to go.
I explore the tensions beneath business, marketing and culture — and turn them into keynotes and campaigns.
MY APPROACH:
Resonance Marketing
We are drawn to people, ideas, music, places and images. Something in them meets something in us — and resonance emerges.
The same happens in business. We resonate with work when we feel engaged and in flow. We resonate with ideas when they feel relevant. We resonate with organisations when their purpose, values and way of communicating make sense to us.
But resonance cannot be reduced to a formula or generated by a single prompt. It is a relationship with the world that cannot be fully controlled, predicted or planned. Unlike an echo, which simply returns what was sent out, resonance is reciprocal: something is transmitted, something responds, and both sides are changed by the encounter.
That makes resonance fundamentally different from a transaction. It is what happens when a message, an organisation or an idea meets people in a way that feels meaningful — and gives them a reason to pay attention, trust and engage.
Business is still, fundamentally, a human business — even as technology pushes us towards ever more standardised and algorithmic marketing. Marketing is too nuanced, emotional and contextual to be reduced to formulas or fashionable formats.
An offer has to mean something to the right people — meeting them in their cultural context, touching their emotions, values and motivations. When our realities overlap, resonance happens. When they don’t, we get dissonance.
That is why marketers need to sense the zeitgeist: not just what people say they want, but what is moving beneath the surface. If you call into the forest, it echoes back.