You’ve probably heard of the Umbrella Man from stories of JFK’s assassination and similar incidents. 

But have you heard the story of the Umbrella Boy?

A congregation decided to meet in their church to pray for rain to save their city from the heat and drought.

But when people turned up to pray, only one small boy had brought an umbrella believing that it was going to rain. 

The rest were all ‘ye of little faith’ and didn’t believe in what they were signing up for. 

Many marketing efforts struggle with similar unbelief in what people are signing up for. 

They initially agree on a long-term campaign to add value with real marketing and to do it right. 

A few weeks later, the majority will give up, leaving behind one Umbrella Boy fighting for the brand long-term and for the sake of marketing. 

He’ll hold on till he gives up his belief in marketing, submits his resignation, or gets fired for poor performance. 

The Umbrella Boy isn’t the problem. He’s often the only one who’s practicing his faith.