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.
Both approaches work and perhaps in the short term they get a similar result but in the long term only one will be sustainable.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
The danger of business as usual is that it doesn’t encourage the mindset we now need.
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?
Join me in 2017 as I unpack my five year experiment and help you with your quest
Question those assumptions we often take for granted. The rules are changing and we need to change with them.