Its a small world after all

Turns out, Walt Disney was right.

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This is the first time in history that anyone can send a communication and have it received instantly almost anywhere on the planet and almost for free.

This is not normal…

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Is the person who leads this company a Missionary or a Mercenary? The Missionary is building the product because they love the customer, the product, the service. The Mercenary is building the product or service so they can flip the company and make money -Elon Musk

Missionaries are those who are passionate, sold out and evangelical about The Mission.

The Mission is the reason …

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“Thinking in first principles protects you from following a herd right off a cliff, just because there’s a trend.”

- Elon Musk

Back in the day, once a child could write well with a pencil, they would be given a Pen License, allowing them to now write with a pen.

Proving yourself in one media, made way for promotion to a new media.

In a similar way, the web has given marketers a new ‘license’ and a new media to create with.

The wasted opportunity occurs where …

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When we run workshops, we ask participants to take part in a social experiment.

we ask each attendee to take out their smartphone, open up their social app of choice then hand their phone to their neighbour (typically a stranger).

We haven’t asked participants to do anything with their neighbours’ social app.

You can imagine what happens next…

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Earlier this year, we wrote about an internal term we often use in our agency – Line of Sight.

That blog post broke down the anatomy of a search and the ‘line of sight’ that Google’s algorithms both judge you on (ie. Adwords Quality Score) and use to either reward/penalise you as an advertiser (with higher/lower ad positions and more expensive/cheaper CPCs).

Line of Sight makes sense with Adwords Search since there’s a clear intention behind the search and an objective for a searcher to arrive at.

Less obvious is that Facebook Ads also have a Line of Sight that an algorithm is judging you on (Relevance Score) and likewise rewarding or penalising you on.

The difference is, people aren’t searching in Facebook.

So how does Facebook’s Ad algorithm judge your line of sight?

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