Are you selling community or selling a product?

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Be a Platform not a Product

Don’t fall in love with your product.
Don’t fall in love with your campaign.
Don’t fall in love with the big idea.
Don’t fall in love with your agency.
Do fall in love with the context.
Do fall in love with your customer.
Do fall in love with the community.
Do fall in love. It helps.

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The Mobile Community

There’s something primal about communities. Human beings have lived in them, created them and sought them out as long as they were able to chuck rocks at the sabre tooth tiger or rub two sticks into a piece of kindling. The tribe is a key facet in our psychological make up and, therefore, a key [...]

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