“You can adjust to pretty much anything. Just as long as there’s routine, right? Routine. Human mind, it craves it. Needs it. But if you take that away, that’s when you start to lose your s***. When you take away day and night and food. No water, no patterns.” - Frank Castle (The Punisher) Our own brain is a coward.
Routine. Familiarity. Predictability. It craves these things. Needs them. Even struggles to function without them. Shower. Teeth. Coffee. Work. Repeat. Die. A good life, apparently. It’s like our own minds can’t comprehend their own existence. Born with PTSD. Traumatised by our very own births. But this facet of human nature doesn’t just exist in the world of the mundane. The mind can take this to extreme levels. In The Punisher, Frank Castle is a complex and deeply troubled character. He becomes a ruthless vigilante after his family is brutally murdered as a result of witnessing a crime. Frank's sole purpose in life becomes seeking vengeance and punishing those responsible for his family's death. His character tackles the nature of revenge, the consequences of violence, and the line between justice and vigilantism. The blurred boundaries between heroism and villainy. Underneath his tough exterior, Frank possesses a deep capacity for compassion and empathy, especially towards those who have suffered injustices. These lead to times when Frank experiences moments of reflection. He grapples with the consequences of his actions and the toll his violent nature has taken on his own psyche. However, these moments do not lead to a complete abandonment of his violent tendencies. Frank is a deeply damaged individual, completely consumed by his mission. Routine. Familiarity. Predictability. Utterly unable to change. But out of even the greatest of adversity comes opportunity. And as marketers, we must be experts at nurturing these opportunities. Not everyone is a tortured soul, like Frank. People do have the capability to heal. To change. To break the cycle. The question becomes… do you want them to change? To a repeat customer, you want to be their safety set. Their familiar morning routine. Their predictable tasting coffee. You want to look, sound and smell exactly like they expect you to. To be exactly where they expect you to be. Their mind won’t want to function without you. But much like Frank battles with how a life of violence has changed his own psyche, so may a life of manipulation impact yours. Just, make sure you stay on the right side of the line, yeah? Because if Frank turns up at your door… You’re fucked. - Mr Safe
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