Strategy
“Vague strategies inhibit. Precise strategies liberate.”
The kind of ideas that will win in the new marketplace. Ideas that start with something people are already interested in Ideas that invite participation from users Ideas that connect people to each other Ideas that deliver useful content and experiences Ideas that are able to migrate across different media, across the Web Ideas that embrace the warp speed of the Internet
The lesson here for brands is to connect what they're good at with what's relevant to each community.
“We greatly overvalue connecting people to brands and information, and undervalue connecting people to each other”
Today we're better off if we do things that get other people to talk about our client's products.
Do > Invite > Document > Share:
Do something interesting, but on strategy, of course
Conceive the idea so that it allows people to participate, and find a way to invite them to join in
Document the event so it lives beyond the event and becomes content
Make it shareable across every relevant channel
Put their digital energy to work by doing something, inviting participation, documenting it, and sharing the outcome.
Research is best used to help craft a strategy, not an execution