Consider this quote from Seth Godin: “Connections we make are more powerful than connections made for us.”
This isn’t just something S
eth says. His statement is supported by lots of research. It follows that we can create more powerful communications by opening up space for others to make those connections.
Of course nobody wants their well-crafted message to end up like a MadLib, and so we resist allowing others to fill in the blanks.
Yet, those who can make it work for them get results. I’m making efforts to bring this idea, not just to advertising taglines but to:
- All marketing communications (from Web copy to Web site concepts that allow users to make connections)
- Communications with clients (in proposals, meetings, one-on-one interactions, creating more spaces for others to draw connections)
- Interpersonal communications at work (can I be a better mentor if I open up a dialog rather than giving my opinion?)
It may be hard work but _______________.
ift to Internet media viewing was spoken of in terms of “lean forward” vs. “sit back.” This was exemplified by the way we view media on the 
