Great to see Mark's Herd referenced in this deck (now available as a paperback, btw). You get to it just before the end. Paul's decks are consistently good and bang on the money as far as I'm concerned.
I've long agreed (believed) we must be part of co-creating interesting things for people to do together.
Marketing: Advertising: Products: Services.
It's not really about the messaging any more (if it ever was?) - that's the message. It's about the doing.
Not to them, with them. With us.
I often say: We're trying to change the world, not report on it. That's not a media thing. It's a people thing.
Via Neil Perkin