Conclusion

Final Takeaways

What We Have Learned

Let’s end the way we began.

As we said back in chapter 1:

Organizations like yours spend, in total, billions of dollars annually to get people to buy a product, embrace a brand, follow a candidate, or join a cause. And yet we can all agree these marketing campaigns, ads, public relations initiatives, communication programs, and social change efforts are—to be kind—often less effective than they could be.

One way we can increase our effectiveness is to become relevant, by being practically (and especially) socially applicable. As we have seen, both the practical and the social parts of the equation are necessary. You must fill a need, and there also has to be an emotional connection if you are ...

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