43. three legged media
• Concept > MISSION <
• Circulation > COMMUNITY <
• Advertising > ACTION <
44. Concept / content
Identify the problem:
‘do-gooder is a pejorative term.
It is not cool to do good’
Try a solution:
‘rebrand good.
give good teeth and cultural appeal’
45. Circulation / audience / community
Identify the problem:
‘direct mail is off brand.
we cannot afford $42 per subscriber’
Try a solution:
‘choose 12 of our favorite non-profits;
give 100% of $20 subscription fee’
46. Community
Identify the problem:
‘Choose Good Campaign is not catching on’
Try a solution:
‘host events in target cities
and offer free drinks for subscribers’
= 50k subscribers, built real community, embodied mission
raised $1 million, saved over $1 million
47.
48. Google distribution
Grow by being useful
*Hire coders, get schools to train more coders
51. Advertising
Identify the problem:
‘advertising is adversarial’
Try a solution:
‘help businesses do well by doing good.
align business strategy with social impact’
62. 1. alliance of ENDS and MEANS
-> every step with integrity
2. alignment of business and
community
-> the community is the brand
3. it will never be better than it is now
-> with love
63. Authenticity
(do what you think is right, not what you are supposed to do)
-
Transparency
(do people/media/employees love you more when they know more)
-
Creativity (solving problems in original and practical ways)
-
Utility(business results and social impact)
-
Love (is your team putting heart into it? do you love it?)
64. - Understand the needs and use cases of your community.
- Be a part of your community authentically.
- Make the communityʼs success your success, your focus.
- Design to enable trust, let people share your story & champion your success.
- The community is the brand. The brand is the community, a living thing.
