Send It

What comes next is production. We want something to chew on. We want to sing along. We want it to make sense in our lives. We want to know all the words. We want to collect it.

And then

We want to take it, modify it, make it ours, do our own version.

Old Town Road isn’t a hit simply because the song was catchy. Gazillions (that’s a real number) of people used it on TikTok to make their own thing with it. They started with the product belonging to Lil Nas X, but at some point, they felt an ownership of their own.

Send It

Make something and put it out there. Make it memorable and unique and give it a flag and something for people to latch onto and take it as their own. And that’s what messes people up and confuses companies and why marketing is always so crappy. Because we create “material” and “content” that’s built to sell something, which isn’t inherently bad, but it’s also not at all interesting.

And forever more, you have to use as many channels as you can. Posts, letters, audio, video, and whatever else makes sense. Postcards. Phone calls. SMS texts. But ONLY if you’re contributing to the anthems of the people you hope to serve.

Only if you’re bringing something to the picnic.

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