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Zombie Concepts

Healthy, flexible, living business concepts inspire customers to repeatedly choose your offerings over the competition’s ­– not because you meet their needs but because you reflect and share their spirit.

Building flexible, dynamic businesses requires more than generating simple, mindless awareness. Advertising and traditional, results-oriented marketing are almost never the best way to engage an audience or build a community. Amazingly, almost incomprehensibly, conventional wisdom still favors monolithic programs that leave audiences feeling beaten and abused and trained to continuously shift their attention to whatever’s next.

Success comes from thinking like your audiences and taking on their attributes, not from trying to coerce them to take on yours. The style and substance of all interactions should express genuine empathy and understanding in a way that is real and legitimate, not “authentic”, forced or phony.

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