29. What you are deeply passionate about What drives your resource engine What you can be best in the world at Time, Commitment, People, Money Hands, Hearts, Minds Discovered, not manufactured “Who is ‘you?’ ” Understanding, not goal Core business
42. What – and how – your constituents think before brand contact What they’ll be thinking/saying/doing after brand contact Strategy Message “ Media” Resources Tactics Results
43. What – and how – your constituents think before brand contact What they’ll be thinking/saying/doing after brand contact Strategy Message “ Media” Resources Tactics Results
44. Know what you want to say. Know what you NEED to say. Time to figure out what your constituents want to hear…
48. Learn what you need to say – again and again Say it well (content, tools, presentation) Create feedback loops (actions, reactions, attractions, engagement)