Everyone is a channel is not peer to peer. It’s not “network marketing”. Everyone is a channel changes the rules of communication. It changes everything.
If you think of digital as a channel it encourages you to think how I can I use it to target more people – so you think in numbers: how do we increase followers, capture more emails?
We need to shift from thinking “How can we target as many people as possible?” to your supporters thinking “I want to listen to what you have to say”.