Bringing Strategy to Marketing There are three steps: • Tell a story, a true story, one that holds up. And tell it only to your smallest viable audience, the tiny group that is actually listening to you, that cares and that is among the early adopters. Create tension and urgency. • Give this group a reason to share the story with others. Something that will increase their status, their affiliation with others, or increase the utility of supporting your product, service or cause. Give them the scaffolding to do this. • Help them, through use or narrative, alter the story to make it theirs.
