The Connections Guide

Working on updating training for our squad, but the approach we've been working off of the for past two years remains as (if not more) relevant than ever.

What is becoming clearer is there are *right* answers in principle to each of the territories (light/all category buyers, channels with high baseline attention, channels with complementary effects, ideas that invite participation, etc), but never a single option on how to get there.

We continue to need the Rosetta Stone that creates a common language, then common framework, for bringing together the creative muse that is specific enough to be interesting and campaign ecosystem guardrails that are concrete (and big enough) to make a difference in the business.