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Breakthrough! by Steve LANCE, Paul KURNIT

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13

Give Every Idea a Chance to Live

IT TOOK NEARLY two years and many, many people to come up with the tag line “Explore Your World” for the Discovery Channel. The irony is that it was there sooner than anyone thought—they just didn’t see it.

Through a series of focus groups, marketing exploratories, brainstorming sessions, and testing, it was clear that Discovery viewers were more than just couch potatoes. They felt actively engaged in the experience. At first, many of the lines (“Get This Close”) were about Discovery, but gradually they moved more and more toward the promise of the audience experience.

When the line “Explore Your World” appeared in a focus group session, everyone knew it the minute they heard it. But when we went back and checked ...

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