Bud Caddell, strategist at Undercurrent, talks with the author of Chief Culture Officer, Grant McCracken, on Bud’s experience of marketing online and how it really should be done–by the small and large companies. This on making something ‘spreadable’:
Trying to design a program that reaches mass first, isn’t going to spread at all. It’s not remarkable, there’s nothing about it that’s going to appeal to anyone at a level that they’re used to now identifying to. So instead, you should go and identify these [incredibly specific] groups and suss out how you can work together with these different groups to create something that’s spreadable. […] It’s really about finding a group of people who, when you can provide the right kind of value to them, your objectives or your purpose aligns.