“Let’s stop creating campaigns, and start creating conversations. Ideas. Experiences. Better yet, let’s start creating conversations, ideas, and experiences that are not only worth talking about, but are actually made better by virtue of the dialogue they evoke. Let’s stop expecting our clients and customers to talk about our brands and instead empower them to interact through them. It means accepting the fact that when people tell friends about a brand, they’re not trying to help the brand; they’re trying to help their friends. Thus if we want them to share things for our benefit, we damn well better take the time to understand and cater to their motives, not ours.”
