8. 1
YOU HAVE TO PRODUCE SOMETHING THAT IS
RELEVANT TO YOUR AUDIENCE
9. HEY PLANNER…
IF YOU DON’T REACH YOUR AUDIENCE IT’S A
WASTE OF YOUR CLIENT’S MONEY
10. HEY FREESTYLE RAPPER…
YOU WON’T GET ANY “OOOH’S” OR APPLAUSE
WHICH MEANS YOUR EFFORTS ARE USELESS
11. 2
IF YOU ARE DISINGENUINE YOU WILL LOSE YOUR
FOLLOWING
12. HEY PLANNER…
KNOW HUMAN TRUTHS, OBSESS WITH CULTURE
AND CREATE STUFF THAT MATTERS TO PEOPLE. IF
YOU SAY THINGS YOU DON’T DO, THEY WILL LEAVE
YOU. THEY HAVE SO MANY CHOICES AS IT IS
13. HEY FREESTYLE RAPPER…
IF YOU’RE STUFF IS ALL REHEARSED AND YOU
DON’T ENTERTAIN, NO ONE WILL WANT TO
LISTEN TO YOU. THEY HAVE SO MANY CHOICES AS
IT IS
14. 3
DEEPLY KNOW YOUR AUDIENCE AS HUMANS
BEFORE YOU BEGIN THINKING OF YOUR
EXECUTION
15. HEY PLANNER…
HUMANS HAVE FEELINGS AND THEY ARE
COMPLEXLY WIRED HUMANS WITH HOPES,
DREAMS AND FOUNDATIONAL PERCEPTIONS
16. HEY FREESTYLE RAPPER…
YOU NEED TO GENUINELY UNDERSTAND THE
PEOPLE HAVE VALUES AND BELIEFS SO YOU
KNOW HOW TO REACH THEM WITH RHYMES
17. 4
QUALITY IS MORE VALUABLE THAT QUANTITY
AND ONE PERSON CAN CHANGE YOUR BRAND
(PERSONAL OR BUSINESS) FOREVER
18. HEY PLANNER…
IT’S IMPORTANT TO THINK OF EVERY ‘CONSUMER’
AS AN INDIVIDUAL INSTEAD OF THINKING IN
GROUPS
19. HEY FREESTYLE RAPPER…
ONE PERSON IN THE CREW MAY BE YOUR
CONNECT TO THE LIMELIGHT. HIS FOLLOWING
MAY BE LARGER THAN ALL OF YOUR HATER’S
COMBINED
27. 1
YOU HAVE TO PRODUCE SOMETHING THAT is RELEVANT TO YOUR AUDIENCE
2
IF YOU ARE DISINGENUINE YOU WILL LOSE YOUR FOLLOWING
3
DEEPLY KNOW YOUR AUDIENCE AS HUMANS BEFORE YOU BEGIN THINKING OF YOUR EXECUTION
4
QUALITY IS MORE VALUABLE THAN QUANTITY..ONE PERSON CAN CHANGE YOUR BRAND FOREVER
5
REPUTATION IS KEY SO MAKE EVERY EXECUTION COUNT
6
KNOW CULTURE AND HOW TO IMPROVISE TO MOVE WITH IT AND CREATE IT
28. SO GRAB THE MIC, MAKE WORK THAT
PEOPLE LOVE, MAKE WORK THAT YOU
LOVE AND MAKE THE WORLD A BETTER
PLACE