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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
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

                                      Bought
                           Owned                   Existing
                                                 Communities


                           Earned




Participants BECOME a core channel
               Bought media creates initial speed and scale

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Weak force over great distance