1. ADVERTISING: WEAK FORCE
ACTING AT A GREAT DISTANCE
If we make it, they won’t come
Mass media works in a different way to P2P
To combine the two, we need to start in a different
place

2. INTERPERSONAL: STRONG
FORCE OVER SHORT DISTANCE
If it was easy, everyone would be
doing it
(actually everyone is already doing it, it’s only brands that
aren’t)

3. IT’S EXTREMELY DIFFICULT TO
SPREAD THAT FORCE FURTHER

4. BUT HIGHLY EFFECTIVE WHEN
YOU DO

5. CONVENTIONAL START POINT
Traditional explosives used to create critical mass
Unlocking a more powerful reaction

6. CONVENTIONAL START POINT
Bought
Owned Existing
Communities
Earned
Participants BECOME a core channel
Bought media creates initial speed and scale