Sublime

Si l’avenir d’un produit a peu de chance d’être remarquable – si vous ne pouvez pas imaginer un avenir dans lequel les gens seront toujours fascinés par votre produit – il est temps de réaliser que la situation a changé. Au lieu d’investir dans un produit moribond, empochez les profits et investissez-les dans la fabrication de quelque chose de vrai

Build an audience All companies have customers. Lucky companies have fans. But the most fortunate companies have audiences. An audience can be your secret weapon. A lot of businesses still spend big bucks to reach people. Every time they want to say something, they dip into their budgets, pull out a huge wad of cash, and place some ads. But this ap

When we’re comfortable realizing that our work is to change “a culture,” then we can begin to do two bits of hard work: Map and understand the worldview of the culture we seek to change. Focus all our energy on this group. Ignore everyone else. Instead, focus on building and living a story that will resonate with the culture we are seeking to chang

It’s easier to make products and services for the customers you seek to serve than it is to find customers for your products and services.

The Internet and the connection economy turn the economics of mass on its head. It’s now cheaper and more efficient to make edgy, amazing products for the weird edge cases (who are listening and talking and who care) than it is to push yet another average product onto the already overloaded average people in the middle of the curve.

Hey, you don’t get to decide what spreads—the public does. Authentic stories that earn the right to be passed on will be passed on. It’s up to you, the marketer, to earn that right.

As with AdSense, big is not where the leverage is. Rather this new corner of ad space liberates the small to middle—a billion businesses who would have never thought of, let alone ever got around to, developing a cool advertising campaign. With a peer-to-peer system, these ads would be created by passionate (and greedy) users and unleashed virally