This piece he has written is smart and made me think, which I believe above all is what any great piece of content should do.
In Tom’s words…
So are you building something of value by creating an audience? Or are you
A lot of people that I work with seem to have the following model in mind in building the online component of their business.
Steps for a product-focused business:
Offer a service or create a product
Find people to sell it to
Make a lot of money
Quit selling “offline” or quit their day job
It sounds good (in theory). The problem is that this is like pushing a huge rock uphill. Trying to force a product on a market that hasn’t asked for it can be a long, long process.
There’s another model that a lot of companies are using very successfully, but you just might not know it. It’s called building an “audience-based” business (I give credit to Danny Iny for that phrase, but it may have started elsewhere).
Content Curator Tom George
Head of Inbound Advertising North America at Internet Billboards. Pioneering inbound advertising as well as an avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.