Politics is the "fashion business"
Middle people are average - who are professional at ignoring
Geeks and nerds want to be heard from - connect with them. The message starts with them.
Web is the biggest haystack of all time - your website is a very small needle.
Stand for something that the geeks/nerds will choose to talk about.
750,000 years ago - we were hunters or farmers. Politicians are all about hunting - everyone else is about hiding from the hunters.
Human beings love doing what human beings are doing - you can not do the macarana by itself. Why do orgs focus on having private stuff, when public is so much more powerful.
Cumulative advantage - huge reward of being part of the shorthand.
Candidate to voters - targeting, now work the grapevine.
The most powerful non-elected official: Ralph Nader - 1962-1994 he spent $0 for advertising. Instead of looking at the world as a funnel, turning it into a megaphone. Amplifying people who agree with you. Get lots of people doing it for you.
Get the current conversation and
The Fashion/Permission Complex:
Be remarkable -> Tell a Story to Your Sneezers -> They Spread the Word -> get Permission -> follows the cycle