Shift and Reset

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October 24, 2013 by ag5454

As I started listening to Shift and Reset Strategies for Addressing Serious Issues in a Connected Society, my first thought was that what he had to say was obvious. For example, knowing your audience is important. How else are you going to know what information to send them and how they want to receive it. If you do not provide information to the user individually then you will start to lose your audience.


Although the information he provides is obvious at times, the insight he gives is extremely useful. In Chapter 5 Shift Your Awareness and Really Support your Mission, Reich’s insight into reaching your target audience was really helpful. I never thought of it this way, but he is right in saying “awareness is a gateway drug”. He gives the example of breast cancer awareness month, you cannot go anywhere during the month of October without seeing pink plastered everywhere. Now with the popularity of “pinkificiation” it can be hard to tell what is truly raising awareness/funds for breast cancer research against those who are along for the ride. On the other hand, even if it is “counterfeit pinkification” it is still awareness for the organization. This is what I think he means by a “gateway drug”, it brings in people who might not necessarily have a connection with the cause.


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