Bud Cad­dell, strate­gist at Under­cur­rent, talks with the author of Chief Cul­ture Offi­cer, Grant McCracken, on Bud’s expe­ri­ence of mar­ket­ing online and how it really should be done–by the small and large com­pa­nies. This on mak­ing some­thing ‘spreadable’:

Try­ing to design a pro­gram that reaches mass first, isn’t going to spread at all. It’s not remark­able, there’s noth­ing about it that’s going to appeal to any­one at a level that they’re used to now iden­ti­fy­ing to. So instead, you should go and iden­tify these [incred­i­bly spe­cific] groups and suss out how you can work together with these dif­fer­ent groups to cre­ate some­thing that’s spread­able. […] It’s really about find­ing a group of peo­ple who, when you can pro­vide the right kind of value to them, your objec­tives or your pur­pose aligns.

via @mikarauz