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.
So what are the top insights from my time during my five year mission in the laboratory called SolarAid? Actually its surprisingly simple.