How fast?
Understanding connections...

Communicating uphill or downhill?

Does your message go downhill on its own? - or is it a "me-too" message or something unpleasant, which needs a constant push to go uphill. Going downhill means that what you have to tell is so interesting and relevant for your target group that they will let your message into their minds and even pass it on to others.

Something changed radically during the 1990’s
Before the advent of the Internet, information was generally hard to get hold of. Now most people are flooded with way too much. The change happened first for knowledge-workers and the youngest generations. Then it became a general phenomenon affecting most of the educated population in democratic countries.

How much do you remember?
People have adapted by developing quite good mental filters. Even though most inhabitants of the western world are subjected every day to a cacophony of commercial messages, only a few of these messages have any impact. Statistics say we are subjected to 3000 such messages per day or more. Check for yourself how many commercial messages you can remember from within the last 24 hours – let alone how many made you spend some money. If you are like most of us, you can only recall a few, if any.

The old methods are getting more expensive
In the old days, you could speedily and effectively roll a commercial message uphill by buying commercial exposure. Nowadays with permanent information flooding, the effect of advertising is constantly diminishing, and reaching your target group through advertising is becoming more and more expensive. This is the reason why most advertising agencies are doing poorly. They are not delivering sufficient value and their customers are drifting elsewhere.

Downhill is easier and more fun
Now it works differently: If you really do want or need to go uphill, do it properly, and spend a lot of money. We do not mind helping you do that.
If you can find a way to go downhill instead it will be a lot cheaper, easier and much more fun.
That in turn means that the media, bloggers and people that communicate on the internet find your story so interesting that they help you bring it out to your audience.

Creating systemic changes
Great stories about your company or organization unleash greater powers than you can possibly create on your own. They are key elements in maintaining healthy and stable profit-people-planet bottom lines. They are also one of the strongest tools you can get if you want to create systemic changes, whether we talk about new ways of behaviour or new types of economic flows.
Work with us to make this happen for your company or organization.


See also:
Working with the media