Ethos

These are my marketing and business philosophies.  You’ll find these themes scattered about this place and throughout my work:

It’s sociology, not technology.

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Media is channel and place.

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Everyone deserves to be seen.  We deserve to see every one.

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Eyes open.

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“Meaning” is the step before action. “Meaning” may be transitory (cool) or sustained (utility). Providing meaning is essential.

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Humans are 90% chimp and 10% bee.  If we use this psychology wisely, we can connect with them and attract them productively.

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The modern business landscape: people are liquid, content is shareable, the medium is merely container, space is fluid, the view is personal.

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Each place has a unique lore – its participants are invested in it. Understanding the category is not equal to understanding the lore.

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The five pillars of modern communication: ubiquitous connectivity, personal relevance, sharable media, virtuality, fluidity.

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Engagement is a means to an end – it is the touchpoint. Get to Involvement (personal relevance).

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All media is social (of society). But not all media is sharable (among society).

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Capturing intention is frame-of-mind + personal relevance. Capturing attention is easy. Modern humans have an over abundance of attention waiting to be captured.

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Your product or service is a human platform. Otherwise, it has meager personal relevance.

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Interactive does not equal social.

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In our “contrived everything” world, people move into virtual space to find something “real:” of the mind, imagination, and emotion.

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The value of a digital space is the people that inhabit it. *They* are the reason for you to be (or not to be) there.

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For the digital person, the line between in-world and out is just a whisper. Make your presence as memorable and as permeable.

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In worlds where humans create their own entertainment, content and activities the brand has little value. What can you offer in “their” world?

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Interactivity requires give and take. The person changes the outcome; the space or activity changes the person.

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Involve people around their preferred behaviors. Some want to create, or spectate, or join in.  Provide for behaviors.

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Build digital strategies the way you plan a party. Think place, atmosphere, hospitality, amenities, gifts, personality.

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Focus on the “avatar” – it is the most important point of emotional connection for/with the virtual persona.

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Authentic experiences happen *within* the individual – the more personal they are the more authentic,  enforcing the self-image.

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Imparting meaning is key to being perceived as authentic. Some meaningful concepts: beauty, creation, duty, community, accomplishment.

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The truth is you never see it coming. The improbable moves us forward.

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Best practices are local – tied too closely to a particular goal or organization. Work inside best principles– your best practices are there.

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Succeed at “placemaking” and you succeed at “advertising” (demonstrating). Customers use, play with, understand (experience) your offering.

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Virtual being: an endless fabrication in constant construction but conforming to the structure of the places through which it flows.

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Social media systems are all center and no edges; all edges and no center- it is impossible to point to an apex of control.

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