Conversation

Thinking you can do outbound marketing without a reach asset is a bit like thinking you can go from wireframes to product without a programmer. Surprising how many people don’t seem to get this.
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Reach is a compounding asset that grows by consistently underpromising and overdelivering over time. It’s a sort of trust surplus. Most people do the exact opposite. Start from zero, pretend it’s a positive number, overpromise/underdeliver until you go so negative nobody listens.
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“Reach asset” is a term I just made up. Something like a twitter following that actually pays attention when you tweet, or an already popular fictional detective who will guarantee minimum attention if you write a new story.
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