How it works

Where’s the network effect that will propel this forward? — Work out how you’ll disseminate your message as you’re putting it together. The options are many: web content, social media, paid media, earned media, OOH, influencers, PR, colleagues, friends, family… pick those that will get the most bang for your buck.

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Matthew Leung
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Seth Godin

This is Marketing
Seth God
Matthew Leung
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Who’s the work for?
Matthew Leung
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What’s it for?
Matthew Leung
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What is the worldview of the audience you’re seeking to reach?
Matthew Leung
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What are they afraid of?
Matthew Leung
What story will you tell? Is it true?
Matthew Leung
What change are you seeking to make?
Matthew Leung
How will it change your status?
Matthew Leung
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How will you reach the early adopters/neophiliacs?
Matthew Leung
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I'm wondering whether to have someone go around with my mobile to completely throw everybody off the scent. I could appear in weird places.
Andrew Lloyd Webber
To say that we should engage in some hypothetical about, 'Will I vote for Trump,' that's defeatist. I'm not going to be a defeatist.
Cory Gardner
When you do take the home pregnancy test, it doesn't quite seem real. But when you see the baby and the heartbeat on the ultrasound, it's so incredible.
Danica McKellar
I wasn't hip to 'Samurai Jack' until I saw it, but then I was all, 'This show is awesome!'
John DiMaggio
People still remember Sean Penn as Spicoli from 'Fast Times At Ridgemont High,' and if I can have, like, one-10th of his career, then I'm fine.
Christopher Mintz-Plasse
I always had a philosophy which I got from my father. He used to say, 'Listen. God gave to you the gift to play football. This is your gift from God. If you take care of your health, if you are in good shape all the time, with your gift from God no one will stop you, but you must be prepared.'
Pele
I definitely grew up to Nina Simone and a lot of Ella Fitzgerald. And I loved Amy Winehouse. I loved that sort of soulful singer.
Gugu Mbatha-Raw
I absolutely intend to return every penny given to me by my Democratic colleagues and Democratic leaders.
Rodney Alexander
In my 20s, I became obsessed with the role-playing game 'Romance of the Three Kingdoms,' named after a classical Chinese novel, and later 'The Sims,' a life-simulation game, and 'StarCraft,' a science-fiction game.
Kim Young-ha
When President Obama speaks about raising taxes on the rich, he speaks about high-income employees and small business owners, not entrepreneurs who build big businesses.
Robert Kiyosaki
What can you say about a society that says that God is dead and Elvis is alive?
Irv Kupcinet
The most remarkable thing about Calvin Coolidge is that he served for 67 months, and when he left office, the budget was lower than he came in. In real terms - in nominal terms with vanilla on top - he cut the budget year over year.
Amity Shlaes
What seems like a crazy idea today eventually grows. It's a 'with hindsight' thing. One day, someone will turn around and say, 'That was genius.'
Natalie Massenet
Ban partial-birth abortion except to save mother's life.
Jerry Weller
The only thing a whirlwind courtship does is blow dust in everyones eyes.
Jilly Cooper
Eisenhower was less deferential to the military than he seemed likely to be, Kennedy was not at all beholden to the pope, George W. Bush was smarter than portrayed and Barack Obama has not led a charge from the left - least of all on behalf of the civil liberties that have eroded since September 11, 2001.
David K. Shipler
If we ever established contact with intelligent life on another world, there would be barriers to communication. First, they would be many light years away, so signals would take many years to reach them: there would be no scope for quick repartee. There might be an IQ gap.
Martin Rees
Christmas trees dont grow on trees they need rainbows lumberjacks and Leprechauns on unicorns playing jock jams on glockenspiels.
Ryan Ross
Always a bridesmaid never a bride my foot!
Peter O'Toole
The success of an intervention depends on the interior condition of the intervenor.
Bill O'Brien
If you want to grow find a good opportunity. Today if you want to be a great company think about what social problem you could solve.
Jack Ma
When I try to relax, it's more Swedish rock, softer music, and I go out and do fun stuff. I play guitar, but it doesn't matter really what it is - just something that keeps you away from hockey.
Henrik Lundqvist
I grew up in suburban Brisbane, so to say you wanted to be an actor was a ridiculous concept.
Matt Passmore
A book can be wonderful and powerful and accessible and artful all at the same time.
Chitra Banerjee Divakaruni