Weak force over great distance

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ADVERTISING: WEAK FORCE ACTING AT A GREAT DISTANCE If we make it, they won’t come Mass media works in a different way to P2P To combine the two, we need to start in a different place

Transcript of Weak force over great distance

Page 1: Weak force over great distance

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

Page 2: Weak force over great distance

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)

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IT’S EXTREMELY DIFFICULT TO SPREAD THAT FORCE FURTHER

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BUT HIGHLY EFFECTIVE WHEN YOU DO

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CONVENTIONAL START POINT

Traditional explosives used to create critical mass Unlocking a more powerful

reaction

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CONVENTIONAL START POINT

Earned

OwnedBought

Existing Communities

Participants BECOME a core channelBought media creates initial speed and

scale