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