Think of today's marketplace as a dark and confusing forest, and your desired audience as bewildered and starving. Bewildered by the amount of choice and conflicting information, and hungry for attention. Hungry for identity. Hungry for direction and meaning.
How will you choose to lead them to your idea; the idea best designed to feed their hungers?
Will you spend your time shouting your message through various bullhorns? Or will you create a trail of increasingly larger breadcrumbs of value? A path that weaves its way painlessly to a relationship with you?
Hint: When people are happily engaged in their trip, they tend to tune out irrelevant stimuli.
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