How to do communications in three steps
One.
Ask "TAD" what questions to sort out your strategy:
Therefore what? What is happening in the culture?
Achieve what? What do you want to achieve?
Demand what? What do you want your audience to do?
Two.
Ask "WWWW" questions to sort out your audience(s):
Who? Who are they?
What? What do they do?
Where? Where do they hang out?
When? When do they engage and pay attention?
Three.
Execute the STOCK Framework:
Strategy: What are you setting out to win/achieve?
Tactics: What tools will you use to win/achieve?
Organization: Who and what do you need to win/achieve?
Consistency: What is the editorial calendar and cadence?
Know-how: What unique knowledge and insights will you share?
That's it.
Happy communications.
-Marc
Five to read
“This is going to change the world”: Dean Kamen presented his invention on Good Morning America. With great fanfare, an actual curtain raised to reveal a bulky two-wheeled scooter. “The Segway,” Kamen announced proudly. “That’s it?” Diane Sawyer asked. “That can’t be it.” The Segway flopped so badly that one of its first boosters still keeps his in the garage, “to remind me,” he said, “of my own fallibility.”
Slate
The tech billionaire who became the king of SPACs: Chamath Palihapitiya is a Silicon Valley staple. He's a tech billionaire, he owns the Golden State Warriors pro-basketball team, and he has a devoted online following. He’s also behind some of the biggest IPOs of the past year thanks to something called a SPAC. And while he didn’t invent SPACs, he's used them to forever change how companies go public.
Bloomberg
People are hiring out their faces to become deepfake-style marketing clones: AI-powered characters based on real people can star in thousands of videos and say anything, in any language.
MIT Technology Review
Joe Rogan, confined to Spotify, is losing influence: A Verge investigation shows how going exclusive stunted Rogan’s power.
The Verge
The cotton tote crisis: You can get cotton bags pretty much everywhere. How did an environmental solution become part of the problem?
NYT
Thanks for supporting Brigadoon. See you next week.
-Marc
Curation + commentary by Marc A. Ross | Founder + Chief Curator @ Brigadoon
Brigadoon is Global Street Smarts
More @ thebrigadoon.com
