The recent spate of stories about air rage and fights between passengers breaking out over cramped seats and seatbacks being reclined reminds me that there are two types of people in the world.

The type who think, “I can, so I will. And to heck with you.”

And the type who think, “I can, but I shouldn’t, because I care about how this will affect you.”

Look into the mirror. Which type of person do you see? Now think about how your coworkers, family, friends see you. Stretch a little further. Think about how the driver in the next car or on your morning commute or rushing to jump in the elevator with your before the doors close. Which type of person do they see?

This dichotomy extends into the world of marketing. It marks the difference between the traditional, “push it in your face, turn the volume of commercials up, spam the heck out of your email box” advertiser and the “I’ll only contact you if you give me permission and I know I have to earn that permission each and every time you have contact with me” type of digital marketer.

In the day to day world, there are two types of people. The type who slam their seat back in your lap because just don’t care about the passenger behind them and the type who resist that temptation because they know it will cramp you.

There are two types of marketers. There’s the type who say, “I can because I have the budget to be able to shout at you. And to heck with you.”

But there’s also the type who say, “I have the budget, but I will use it in a way that delights you, attracts you, and makes you want to come to me.”

Look in the mirror. Which type of marketer do you think you are? Now think about your customers and the people you would like to be your customers. Which type of marketer do they see when they look at you?

Which type of person and marketer would you rather be?