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ADVERTISING: WEAK FORCEACTING AT A GREAT DISTANCEIf we make it, they won’t come              Mass media works in a differe...
INTERPERSONAL: STRONGFORCE OVER SHORT DISTANCEIf it was easy, everyone would bedoing it     (actually everyone is already ...
IT’S EXTREMELY DIFFICULT TOSPREAD THAT FORCE FURTHER
BUT HIGHLY EFFECTIVE WHENYOU DO
CONVENTIONAL START POINTTraditional explosives used to create critical mass                        Unlocking a more powerf...
CONVENTIONAL START POINT                                      Bought                           Owned                   Exi...
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Weak force over great distance

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Weak force over great distance

  1. 1. ADVERTISING: WEAK FORCEACTING AT A GREAT DISTANCEIf we make it, they won’t come Mass media works in a different way to P2PTo combine the two, we need to start in a differentplace
  2. 2. INTERPERSONAL: STRONGFORCE OVER SHORT DISTANCEIf it was easy, everyone would bedoing it (actually everyone is already doing it, it’s only brands that aren’t)
  3. 3. IT’S EXTREMELY DIFFICULT TOSPREAD THAT FORCE FURTHER
  4. 4. BUT HIGHLY EFFECTIVE WHENYOU DO
  5. 5. CONVENTIONAL START POINTTraditional explosives used to create critical mass Unlocking a more powerful reaction
  6. 6. CONVENTIONAL START POINT Bought Owned Existing Communities EarnedParticipants BECOME a core channel Bought media creates initial speed and scale

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