If you want to fail, assume there is an audience
-
Upload
honza-marcinek -
Category
Business
-
view
4.726 -
download
0
description
Transcript of If you want to fail, assume there is an audience
![Page 1: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/1.jpg)
+
FAILHOW TO
(NOT)
WIEDEN+KENNEDY AMSTERDAM
![Page 2: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/2.jpg)
OR:
![Page 3: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/3.jpg)
WHY THERE IS
NO AUDIENCEFOR WHAT WE MAKE
![Page 4: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/4.jpg)
AND WHY THATTRUTH
WILL SET US
FREE
![Page 5: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/5.jpg)
THISIS THE
LANGUAGEOF
MARKETING...
![Page 6: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/6.jpg)
‘AUDIENCE’
![Page 7: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/7.jpg)
‘FANS’
![Page 8: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/8.jpg)
‘COMMITMENT’
![Page 9: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/9.jpg)
‘RELATIONSHIPS’
![Page 10: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/10.jpg)
‘ENGAGEMENT’
![Page 11: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/11.jpg)
‘LOVE’
![Page 12: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/12.jpg)
IT’S THE LANGUAGEOF
CONSUMERS
GIVING A SHIT
![Page 13: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/13.jpg)
ALLRHETORIC
NOEVIDENCE
![Page 14: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/14.jpg)
SOIF YOU WANT TO
FAILDO THIS...
![Page 15: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/15.jpg)
ASSUME THAT PEOPLE
CAREABOUT BRANDS
![Page 16: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/16.jpg)
ASSUME THAT PEOPLE
WANT TO HAVE A
RELATIONSHIPWITH YOUR BRAND
![Page 17: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/17.jpg)
ASSUME THAT
YOUR FANSARE YOUR MOST
VALUABLE CONSUMER
![Page 18: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/18.jpg)
ASSUME THAT EVERYONE WANTS TO
PARTICIPATE
![Page 19: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/19.jpg)
ASSUME THAT PEOPLE
WILL FINDYOUR
CONTENT
![Page 20: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/20.jpg)
ASSUME THAT
DEPTHIS MORE IMPORTANT THAN
BREADTH
![Page 21: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/21.jpg)
WHAT?
![Page 22: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/22.jpg)
MOST PEOPLE
DON’T CARETHAT MUCH
ABOUT BRANDS
![Page 23: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/23.jpg)
“Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn
about the benefits of Domestos over thin bleach.”
![Page 24: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/24.jpg)
MOST PEOPLEDON’T KNOW MUCH
ABOUT THE BRAND THEY BUY
![Page 25: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/25.jpg)
SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
50%OF ALL KNOWLEDGE
ABOUT A BRAND
IS HELD BY JUST
20%OF ITS BUYERS
![Page 26: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/26.jpg)
SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
80%OF A BRAND’S BUYERS
KNOW
A LITTLE
OR NOTHINGABOUT THAT BRAND
![Page 27: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/27.jpg)
ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’
EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL
BECAUSE THEY DON’T MAP TO REAL LIFE.”
PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK “
![Page 28: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/28.jpg)
0.5%PROPORTION OF FANS
TALKING ABOUT A BRANDON FACEBOOK
SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
![Page 29: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/29.jpg)
PEOPLE DON’T HAVE
A RELATIONSHIPWITH YOUR BRAND
![Page 30: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/30.jpg)
THE VAST MAJORITYOF CONSUMERS
HAVE MULTIPLE PARTNERS
![Page 31: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/31.jpg)
72%OF PEPSI DRINKERS
ALSO DRINK
COCA-COLA
SOURCE: TNS IMPULSE PANEL (UK)
![Page 32: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/32.jpg)
‘YOUR CONSUMERS’ARE JUST
SOMEBODY ELSE’SCONSUMERS
WHO OCCASIONALLY
BUY YOU
![Page 33: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/33.jpg)
HUMAN RELATIONSHIPSDEMAND
MASSIVEPROCESSING POWER
![Page 34: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/34.jpg)
100 BILLION NEURONS
WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
![Page 35: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/35.jpg)
RELATIONSHIPS ARE A MATTER
OF
LIFEAND
DEATH
![Page 36: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/36.jpg)
PEOPLE WITH
STRONGSOCIAL NETWORKS
LIVE
LONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
![Page 37: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/37.jpg)
COMPARED WITH
HUMAN RELATIONSHIPSBRAND RELATIONSHIPS
ARE THIN
![Page 38: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/38.jpg)
“MOST OF US GO THROUGH LIFEFINDING IT HARD ENOUGH TO HAVE
GOOD RELATIONSHIPSWITH THE REAL PEOPLE
IN OUR LIFELET ALONE ALL THE BRANDS WE BUY.”
BRUCE MCCOLL, GLOBAL CMO, MARS
![Page 39: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/39.jpg)
WHAT’S
LOVEGOT TO DO WITH IT?
![Page 40: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/40.jpg)
YOUR FANSARE
NOTYOUR MOST
VALUABLE CONSUMER
![Page 41: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/41.jpg)
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS
FRUCTIS
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
![Page 42: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/42.jpg)
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS WHAT IT NEEDS TO DOTO LOOK
LIKE PANTENE
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
![Page 43: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/43.jpg)
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
SOURCE: NIELSEN
ANNUAL PURCHASE FREQUENCY
FANS
![Page 44: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/44.jpg)
YOUR BRAND’S HEALTHDEPENDS ON
LOTS PEOPLEWHO
DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH
AND
DON’T BUY YOU OFTENIF AT ALL
![Page 45: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/45.jpg)
THESE CONSUMERSGENERATE
PUBLICITYNOT REVENUE
![Page 46: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/46.jpg)
DISTINGUISH BETWEEN
ACTORSAND THE
THE AUDIENCE
![Page 47: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/47.jpg)
MOST PEOPLEDON’T WANT TO
PARTICIPATE
![Page 48: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/48.jpg)
PASSIVECONSUMPTION
IS NOTDEAD
![Page 49: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/49.jpg)
SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
Facebook, Twitter, and LinkedIn TV
6.4bn hrs.
182m hrs.
Aggregate consumptionyear to May 2011
![Page 50: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/50.jpg)
OF
200 BRANDS STUDIED
ONLY ONESHOWED A LEVEL OF
ENGAGEMENTOVER 2%
source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
![Page 51: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/51.jpg)
PEOPLE’S
DIGITALPARTICIPATION
IS
WITH EACH OTHER
![Page 52: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/52.jpg)
20%PASSIVE
60%EASY
17%INTENSE
44%INITIATION
FRIENDS, FAMILY & PHOTOS
TV, ENTERTAINMENT & LIFESTYLE
SOURCE: BBC
![Page 53: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/53.jpg)
JUST BECAUSE PEOPLEARE PARTICIPATING WITH
EACH OTHERDOESN’T MEAN
THEY WILL PARTICIPATE
WITH BRANDS
![Page 54: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/54.jpg)
MASS REACTION
MATTERS MORE THAN
MASS PARTICIPATION
![Page 55: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/55.jpg)
PEOPLE
WILL NOT
FINDYOUR
CONTENT
![Page 56: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/56.jpg)
1 IN 1,000,000ODDS OF A PERSON VIEWING
YOUR CONTENTON YOUTUBE
SOURCE: WISTIA.COM
![Page 57: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/57.jpg)
0.9%AVERAGE CLICK THROUGH RATE
SOURCE: ADVERTISING RESEARCH FOUNDATION
![Page 58: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/58.jpg)
4,875PIECES OF CONTENT THE
AVERAGE FACEBOOK USERRECEIVES
EVERY DAYSOURCE: FACEBOOK
![Page 59: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/59.jpg)
OVERLOOKEDCONTENT
SOURCE: YOUTUBE
![Page 60: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/60.jpg)
UNTIL
PUBLICIZED
SOURCE: YOUTUBE
![Page 61: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/61.jpg)
DEPTHIS
NOTMORE IMPORTANT THAN
BREADTH
![Page 62: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/62.jpg)
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
ANNUAL PURCHASE FREQUENCY
BRANDSDEPEND ON
BIG, BROAD POPULATIONS
![Page 63: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/63.jpg)
THE BIG DIFFERENCE BETWEEN
BIG AND SMALL BRANDSIS NOT
HOW MUCH LOYALTYTHEY GET
BUT HOW MANY PEOPLEBUY THEM
![Page 64: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/64.jpg)
‘ENGAGEMENT’HASN’T REPLACED
REACH
![Page 65: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/65.jpg)
SO...
![Page 66: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/66.jpg)
MUCH OF WHAT WE MAKEIS NOT
VITALBUT
TRIVIAL
![Page 67: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/67.jpg)
MUCH OF WHAT WE MAKEIS NOT
VITALBUT
INCIDENTAL
![Page 68: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/68.jpg)
INCIDENTALTO THIS:
![Page 69: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/69.jpg)
![Page 70: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/70.jpg)
![Page 71: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/71.jpg)
![Page 72: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/72.jpg)
![Page 73: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/73.jpg)
![Page 74: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/74.jpg)
![Page 75: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/75.jpg)
![Page 76: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/76.jpg)
![Page 77: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/77.jpg)
![Page 78: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/78.jpg)
![Page 79: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/79.jpg)
![Page 80: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/80.jpg)
![Page 81: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/81.jpg)
![Page 82: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/82.jpg)
![Page 83: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/83.jpg)
![Page 84: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/84.jpg)
![Page 85: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/85.jpg)
![Page 86: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/86.jpg)
![Page 87: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/87.jpg)
ORDINARYAWFUL
AWESOMEEVERYDAY
LIFE
![Page 88: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/88.jpg)
THERE IS
NO AUDIENCEFOR WHAT WE MAKE
![Page 89: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/89.jpg)
OUR TASKIS NOT
NURTURING ENTHUSIASMBUT
OVERCOMING
INDIFFERENCE
![Page 90: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/90.jpg)
THIS SHOULD
INSPIRENOT
DEPRESSUS
![Page 91: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/91.jpg)
ALL CREATIVITYDEMANDS
RESISTANCE
![Page 92: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/92.jpg)
AND
OVERCOMING
INDIFFERENCEDEMANDS
AWESOME
![Page 93: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/93.jpg)
BE PARTOF WHAT
INTERESTS PEOPLE
![Page 94: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/94.jpg)
GIVEMORE THAN YOU
TAKE
![Page 95: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/95.jpg)
TAKEA
POSITIONDON’T JUST HAVE
‘A POSITIONING’
![Page 96: If you want to fail, assume there is an audience](https://reader038.fdocuments.in/reader038/viewer/2022103014/5477029cb4af9fbd1b8b45dc/html5/thumbnails/96.jpg)
“JUST MOVE ME, DUDE”DAN WIEDEN