ADVERTISING: WEAK FORCE ACTING AT A GREAT DISTANCE
If we make it, they won’t comeMass media works in a different way to P2PTo combine the two, we need to start in a
different place
INTERPERSONAL: STRONG FORCE OVER SHORT DISTANCE
If it was easy, everyone would be doing it(actually everyone is already doing it, it’s only
brands that aren’t)
IT’S EXTREMELY DIFFICULT TO SPREAD THAT FORCE FURTHER
BUT HIGHLY EFFECTIVE WHEN YOU DO
CONVENTIONAL START POINT
Traditional explosives used to create critical mass Unlocking a more powerful
reaction
CONVENTIONAL START POINT
Earned
OwnedBought
Existing Communities
Participants BECOME a core channelBought media creates initial speed and
scale
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