This is the video that Brian Seth Hurst opened his SPAA conference talk with at 9am last Wednesday.
This is the question you have to ask of yourselves he said: "Are you in this world or not? Because there's no way to avoid it."
And it's not a world where you control the medium. The people own the medium and when they feel like they own it they support it.
So you're actually looking for participation points - not so much as distribution points.
Let them participate...
Who is Brian Seth Hurst? The father of cross platform - well, he coined the term back in 1998 when he launched the TV Guide as the first ever cross platform brand.
I'm just sorry he didn't share his experiences in his talk instead of going over the basic principles and giving a ra-ra speech.
And, as I said before, he didn't turn up for the round table where four of us waited to talk to him for an hour.
But he did recommend books among them : Anything by Geoffrey Moore. http://en.wikipedia.org/wiki/Geoffrey_Moore
The Predictioneer's Game by Bruce Bueno De Mesquita http://www.amazon.com/Predictioneers-Game-Brazen-Self-Interest-Future/dp/1400...