Thursday, December 12, 2013

Are We Scaling The Wrong Thing?

Which is more important?

The number reached with your message?

Or, the number touched by your message?

Who is more likely to buy?

Those reached?

Or, those touched?

Of course, the media wanks out there will argue that you can’t touch someone that you haven’t reached.

Granted.

But that isn’t the issue.

The issue is do we need to continue to scale reach to scale touch?

Do we need to reach 100M people to touch 1M people?

What if we could touch 1M people by reaching only 10M people?  Or, better yet, 1M.

Our focus should be on scaling touch.

Not reach.

Unfortunately, that seems to be out of the reach of most media wanks.   

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