Fences define boundaries which send two messages:

  1. To strangers: “You’re not welcome past this line. You stay out there.”
  2. To family, friends and guests: “You have the privilege of access – unlike the masses”

By proudly banning Taylor Swift from its traditional Australia Day Hottest 100, radio station Triple J was absolutely able to milk social media for all its PR worth, but they did an even more important thing…

They reinforced a fence that surrounds their Triple J community: “People who like Taylor Swift aren’t welcome here. But people who have taste just like us can stay”.

For someone to be ‘in’ your community, someone else has to be ‘out’.

Who is ‘out’ of your community?

Where is your fence?

Join the conversation! 2 Comments

  1. You’re brilliant. I’m loving these posts. Country music is out!


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About Adam Sugihto

Founder of Intentional - a specialist Pay Per Click Advertising Agency based in Melbourne, Australia. Member of Perry Marshall's Marketing Mastermind since 2011. Google Adwords Qualified Individual since 2010.


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