• Tech interns, we need you.

    28th October 11

    Posted by Mel Exon

    Posted in BBH Labs, People

    Authors: Gabor Szalatnyai (Creative Technology) & James Mitchell (Strategy), BBH London & BBH Labs

    Here at Labs, we make a lot of stuff for other people and brands, but, now and then, we like to build experiments – additional stuff we love so much, we take extra time and pull late nights to see it done. We do this because sometimes, we want to test a theory,  because we want to test our capabilities, and because we want to make something cool.

    With one very special project, we’re ready to begin the making and we’re going to spend the next three months doing just that.  Which is why we we’d like some inspirational new talent to come and intern with us in London to help out.  We are embarking on a project with Rails and MongoDB on the backend and HTML5 on the front.  We would expect you to have previous projects using these, and if you are confident with CoffeeScript, Sass and Javascript game engines (craftyjs, gameQuery, renderEngine,) you’ll enjoy the coding even more.  We are managing source code with git on GitHub, so prepare your branching and merging skills too!

    But this role is about more than the build.  We’ll work iteratively on this, so we’ll be testing and learning as we go.  This means you’ll be working with the team to prototype, test, bend and break – modifying and bettering the experiment at every stage.  We’ll expect you to have a major impact on the idea itself.  You’ll have the freedom to implement any technical solution that solves the problem, to work with the entire team to make sure the thing doesn’t just happen, but happens better.

    Why work with us? Because we hope you’ll agree the project is cool, the team is a diverse and interesting one, and the use of data is, as far as we know, something that’s never been tried before.  And, at the end of it all, you’ll get to put your name against something very special.

    To apply, please send a nice message (with your GitHub username and/or some work) to **labs.intern@bartleboglehegarty.com**, and we’ll have a chat about what we’re trying to build.  If you have any more questions, drop them in the comments.  Thanks!

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  • Can a simple cotton t-shirt really be worth $300,000?

    25th October 11

    Posted by Griffin Farley

    Posted in creativity, design

    Short answer: you bet. In fact, $300,000 is a downright steal for a t-shirt when you consider we’re sending every cent of the purchase to some very needy kids (via the U.S. fund for UNICEF) in the Horn of Africa.

    For our latest effort, in a proud history of humanitarian efforts, BBH New York and UNICEF have teamed up with Threadless and NYC artist collective Christine and Justin Gignac to launch Good Shirts: a clothing line priced to help.

    Each Good Shirt is sold at the exact cost of the aid item depicted on the front of the shirt. So, in the case of the cargo plane, the shirt is the exact price of a cargo plane to transport aid – $300,000. Don’t worry: not every gesture need be this grand, we’ve got shirts for every budget, starting at $18.57- the cost of three insecticide treated mosquito nets.

    Many thanks go out to our distribution partners at Threadless who went above and beyond to make this project a reality. They rallied behind the idea like most good partners tend to do; even going so far as to alter their website’s back-end code to allow for our unique pricing structure (which in code land is a seriously big deal).

    The landing page: www.threadless.com/UNICEF went live today. Please check it out and just maybe purchase a shirt to help the children in the Horn of Africa.

    Oh, and for the art directors reading this, the pictures can be found here:

    We are excited to launch this new product with the UNICEF U.S. Fund. This is one of many ideas that agencies around the world are doing (see the 50/50 project for other projects). Tell us which projects you are most excited about?

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  • I ♥ the echo chamber

    24th October 11

    Posted by Saneel Radia

    Posted in culture

    Source: http://acravan.blogspot.com/2010/09/echo-chamber-echo-chamber-cocktail.html

    We regularly fear living in an echo chamber (this is especially true for us because our blog serves as a feedback forum from regular participants, even if many of the inputs driving its content originate from industries unrelated to marketing). In fact, the foolish, mutual reassurance of ad folks is one of the most common criticisms of our industry. But recently a study came out that got me to reexamine the so-called echo chamber.

    The report was authored by Sinan Aral (NYU, Stern School of Business) and Marshall Van Alstyne (Boston University, School of Management) and ran in the American Journal of Sociology. It can be downloaded here.

    The historical thinking around how one gets new, diverse information via their networks has placed a tremendous amount of emphasis on “weak ties,” those people you don’t know very well and don’t speak to very often. The most often cited study in this work is by Mark Granovetter and was done in 1973, before the invention of the web and digital social networks. Letting an outdated study drive our thinking in this space is an issue, as it assumes technology is simply facilitating what was previously true about relationships, rather than evolving it.

    What’s more modern and practical about Aral and Van Alstyne’s study is that it accounts for bandwidth. In a world of unprecedented connectivity and content generation, the format of information shared (say 140 characters of text) and the frequency with which it’s consumed have to be accounted for. It seems ridiculous this day and age to think the depth of my relationship with people is the determining factor of getting new information from them. Aral and Van Alstyne ask a more contemporary question than simply where new information comes from. They ask “where does one find the most novel information per unit time?” In other words, they’re accounting for bandwidth. You talk to closer ties more often and distant ties less often, a critical issue neglected in the previous thinking about the value of weak ties. Bandwidth is simply too important a factor to ignore in a world where contact across miles, economic classes, and belief systems is easier than ever—especially when said contact is frequently asynchronous.

    Aral and Van Alstyne also discuss a point about strong ties I found interesting: those who know you well know what type of information is novel for you. That’s a filtering mechanism we know most readers of this blog employ regularly (just glance at how community members caveat and source what they share back to us as the managers of the blog).

    This natural filtering is what’s really the heart of the matter because it addresses homophily (the idea that we surround ourselves with like-minded people, or more colloquially, “birds of a feather flock together”). People who think like us, seek out our blog. We do the same, following twitter accounts, listening to speakers, taking meetings with those we think are similar to us. Thus, the echo chamber, right? We all just tell each other what we want to hear, limiting our new thinking.

    Wait a minute. As someone who has a core job responsibility of innovation (i.e., “the introduction of something new”—in this case to BBH), I should fear an echo chamber more than anyone. Instead, I’ve found this supposed echo chamber is inhabited by people that are my most efficient means of learning something new. When I find time to be in the stream, I’m inundated with novel information. That’s partially because I’m forced to filter people based on how frequently I expect to be engaged (“I want to hear anything she says, but she says so much I have to tune her out”—efficiency decisions relating to bandwidth). Simultaneously, the very people I choose to listen to are filtering for people like them (or should I say “us”?), wanting to avoid saying something they can only assume I know—otherwise I may just have to filter them.

    It may be an echo chamber. But at its core is a virtuous circle.

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  • Internet Trends – Mary Meeker’s 2011 report

    21st October 11

    Posted by Mel Exon

    Posted in data, digital

    Author: Adam Powers, Head of UX, BBH London

    KPCB Internet Trends (2011)

    This week ex-Morgan Stanley research analyst, now at KPCB, Mary Meeker delivered her latest Internet Trends presentation. As always, Mary’s distillation of trends is always good value and genuine insights are peppered throughout.

    For the time starved amongst you, here are some highlights:

    World view:

    • Though still with some ground to make up, it’s striking the number of Chinese and Russian internet companies popping into the global top 25.

    • What’s more, between 2007 and 2010 China accumulated 246million new internet users – that is more than exist within the USA.

    Mobilising the people:

    • Mary notes that even in recessionary times breakthrough technology and services can breakout. One need only look at the extraordinary first weekend sales of Apple’s iPhone 4S to confirm this.

    • 2010 QTR 4 saw more mobile devices (which includes Tablets) sold than PCs and signs that Smartphone sales outstripping feature phone sales in US/EU

    • That said. still enormous unconverted user base with 835 million Smartphone users against 5.6 billion mobile device subscribers.

    • Apple getting plenty of headlines right now, but it’s Android mobile devices with the remarkable quarter on quarter ramp up – jumping from 20million to 150million units shipped in between quarters 7 and 11 post-launch.

    • Global mobile success story continues with app/ad revenue up by a factor of 17 between 2008 and 2011 to a figure of $12billion.

    Touchy, feely:

    • Meeker calls out the latest trend in the evolution of human computer interaction being from text command lines to graphical user interfaces (GUI) to natural user interfaces. Yes, Steve gets a name check too.

    Cash is no longer king?:

    • E-commerce story continues to be one of growth through tough economic times but plenty of room to grow.

    • Again the big story is growth in mobile commerce with ebay and PayPal doubling or more their gross mobile sales/payments since 2010.

    • The uplift in mobile e-commerce activity has been of particularly benefit to local commerce through the plethora of location aware discount offer aggregators.

    Power to the people:

    • Meeker identifies overarching mega-trend as the empowerment of people via connected devices.

    • She references the Twitter traffic patterns post Japanese earthquake, the fact that 200million Indian farmers currently receive government subsidy payments via mobile devices and 85% of global population are now covered by commercial wireless signals versus 80% being on electricity grid.

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  • P2P Storytelling – Telling Tales for Internet Week

    19th October 11

    Posted by Jeremy Ettinghausen

    Posted in Events

    Author: James Mitchell (@jamescmitchell), Strategist, BBH London & BBH Labs

    Here at Labs, we’re fond of many things, but here’s two: the internet, and storytelling. (Mel also likes robots, but that’s her choice ) We wondered if this year, we could combine them.

    In the main, Internet Week Europe is about making better use of the internet, from bringing out the amateur behaviourist in all of us to trying to master its very nuts and bolts. And BBH Labs has been no exception: last year, we got together with google for the binary bootcamp that was Coding For Dummies.

    But while we should strive to do more with the net, it’s already done much for us to celebrate. The much-feted promise of connection that was heralded in 1990 has come true for us all, whether through Facebook, Twitter or a dodgy backroom BBS. And while it’s easy to talk about the macro impact cases, from Libya to London, the personal stories often remain just that: personal.

    So as part of IWE’ 11, on Thursday 10th November, join us at BBH from 7 for TaleTorrent: a night of true stories about the internet. It’s a conference, a campfire, a confessional. Eight storytellers will take ten minutes to tell us something.

    There are two ways to get involved. One: come along by grabbing a ticket on our Eventbrite page.

    Two: we are still looking for a couple of people to tell their stories – it could be five minutes, it could be fifteen – in our little gathering. Funny, sad, uplifiting, anything you like. If you’d like to share with us, get in touch with me at james.mitchell@bbh.co.uk.

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  • Google #Firestarters 3: Building A New Agency OS

    30th September 11

    Posted by Mel Exon

    Posted in transformational change

    For the third event in the Google #Firestarters series its curator extraordinaire, Neil Perkin, chose to tackle the issues of “legacy structures, processes and thinking” head-on with the question: “what might the operating system for the agency of the future look like?“.

    It’s a hairy, humbling monster of a question, not least because talk of new agency structures and ways of working so often teeters precariously on the edge of empty buzzword bingo (check out Tim Malbon’s post last year on Agile as a cargo cult).

    On Tuesday night, Martin Bailie, James Caig and I were given 20 minutes to share a response. I attempted to avoid painting a picture of an agency built of silicon, and instead set out to describe something rather more prosaic. These days, perhaps more than ever, agencies are almost ALL about culture; their operating system a set of programs designed to encourage creativity and responsive behaviour, not codify inflexible structures and processes. Get the culture right and the rest follows. So the question becomes: what sort of agency culture do you want to create or be a part of? And what about all the contextual stuff we perhaps need to consider first?

    A simple take on the impact of technology

    We’ve known for years that the opportunities to buy mass attention are shrinking by the day, just as the opportunities to earn and measure attention become ever more enticingly available. If today Google’s Panda algorithm places ever more pressure on businesses to boost the signal not increase the noise and Facebook’s EdgeRank reduces the visibility of brands that send users to sleep, imagine what this will be like in future. At its simplest, it adds up to the same thing: ALL marketing – not just the rare handful of brands that regularly win awards – needs to be *genuinely* useful or entertaining. If  not, marketing will become that thing that marketers and agencies fear the most: unseen and unheard.

    If we can just wake up to this fact, this is a show-stoppingly great moment in time for our industry. There simply isn’t room for me-too, clutter-up-your-life, half-baked ideas, or one way messages dumped on the web dressed up to look “interactive”. However, there is lots of room for marketing done with skill and purpose, that people want to share, remix and make their own.

    I’m calling this Marketing Singularity – an absurd title, which I’ll explain it in a second. For now, I just want to restate how it feels that we’re at a tipping point in our industry’s life cycle. If we can just set ourselves straight, it’s going to be epic. Let me explain why and how…

    Is the pace of change exponential or logarithmic?

    Let’s start with a question that’s at the root of why we’re having this conversation in the first place: the oft-discussed pace of change. Jeremy pointed me to a speech made earlier this month by Ben Hammersley, who spoke with provocative eloquence about an incumbent generation of leaders losing ground on a ‘Internet era’ revolution racing away from them. Around the same time, Matt Edgar wrote a spirited rebuttal to the common assumption that the pace of change is accelerating.. It feels important to decide where you sit on this debate, because if the pace of change is exponential, then it follows we need to have systems in place that encourage us to plan a lot further ahead – or react more nimbly – than we have currently. Or perhaps that isn’t the point. The pace of change may or may not be accelerating, but the pace of life is de facto faster than it was, say, five years ago. And whilst Matt questions whether technology’s exponential rate of change actually impacts on our lives to the same degree, I find that a peculiar assumption. Technology doesn’t sit on the sidelines of our lives these days: it’s embedded, root and branch. What’s more, the technology companies themselves regard speed as a competitive advantage (“Better products, faster” – Larry Page, Google shareholders’ meeting, 2011). Last week’s avalanche of tech news (again) is a case in point.

    Marketing Singularity?

    In fact you could argue we’re approaching Marketing Singularity: the point at which marketing is forced to become exponentially better, until it is so useful or entertaining it ceases to be a separate, stand-alone, one-way message and instead becomes indistinguishable from the product or service it promotes.

    It might be content, it might be a framework or a game that invites participation; or even participation that gets displayed as a game. Platforms are brand operating systems, campaigns are applications. As Ben pointed out earlier this year, these are not binary.

    Marketing as a profit centre, not a cost

    Taking this to its logical conclusion, shouldn’t we aim to create marketing products and services that are so good, people are prepared to pay for them? Even if this approach isn’t what’s required (perhaps a Freemium model is the way to begin), I like the responsibility it places upon our shoulders: make marketing valuable to people. Looking further out, we may look back on the days we spent millions of dollars just paying for the privilege to reach people as a little odd. Brands like Audi and Red Bull are early experimenters in the guise of brands as committed media owners / publishers.

    The kind of agency OS this demands

    A few programs for starters:

    Reductive thinking everywhere

    At Labs, we admire the ruthless economy, flex and energy of a great start up as much as the next person. Kickstarter and Instagram are two of the better known examples of Minimum Viable Product thinking. For any agency worth their salt, the fundamental principles of MVP should not feel new. Great brand strategy and creative have *always* been about the art of sacrifice. The task now is to apply that mindset throughout agency departments: reduce to MVP, then listen (data) and pivot as required. This becomes all the more important when we look at shifts in business stability: from long periods of stability and short periods of disruption, to the reverse. This is a model for marketing too – let’s get comfortable with an environment that needs to flex and morph.

    Silicon vs carbon

    As Rishad Tobaccowala said a few days ago, ‘the world may be digital, but people are analog.” Any agency OS needs to be built around people, not technology.

    ‘Big is a collection of smalls’

    People habitually join agencies like BBH from colleges and smaller agencies because they want to do something at SCALE. Accordingly, the very last thing we need to do is shy away from growth. Instead, the best agencies are increasingly breaking into nimbler, cross-functional teams, often with hybrid skills and collaborative in mindset. As Nigel Bogle puts it, ‘big is a collection of smalls’. Teams with autonomy, but access to shared services.

    Whilst we should cast for the client or task in question (don’t take the team structure I sketched too literally), it’s worth drawing attention to the ‘broker’ role. If you’re interested in non-traditional media partnerships and thinking, you need a deal maker in your team.

    Networked, versus in a network

    We cannot do everything ourselves. With every layer of complexity, comes a deeper requirement to nurture and build strong external partnerships. Labs is a product of its network, plain and simple.

    Foster Renaissance (wo)men

    We’ve said this before, but we’re living through a Renaissance period. To be successful, we need fearless people who want to collaborate and learn from other industries. Deal makers, entrepreneurs, makers.. The people who never hold back from making the thing they dream of, just because the tools don’t exist today. Because they know they’ll exist tomorrow.

    Make real things

    You don’t need a 3D printer to make stuff or experience the benefits of making a proto-type of your idea. Making an early version of something – even if it’s rubbish (many years ago, I remember taking a mockup of a Boddingtons Tetra pak to a client meeting, to sell the idea of ‘Fresh Cream’. They hated it) – teaches you stuff you don’t find out if you stay in theory mode. So go buy a soldering iron and make something… There’s also a non-too-subtle shift going on between experiences that live entirely online (potentially interesting) and those that straddle the real world too (potentially fascinating). Check out Russell Davies’ piece for Campaign and the brilliant Marc Owens’ Avatar Machine if you want to read more.

    Stay curious

    Adopting and encouraging a culture of constant learning sounds exhausting, but it may well be the only way to stay sane. Learn to code, get comfortable in the wild, stay open, stay curious – I’m enjoying playing with my Weavr thanks to @zeroinfluencer – create your own here. A phrase used often at BBH and which turned up on our login screens this summer is perhaps an apt way to close: “Do interesting things and interesting things will happen to you.”

    ***

    We’d love to hear what you think – what are the other programs you’d want to include in an agency OS?

    Check out Martin’s presentation here and James’s here.

    Thank you to Neil, James, Martin and everyone who came and contributed… as always, the discussion got most interesting when the formal presentations stopped and everyone piled in. Aside from following the conversation here #Firestarters or nicely storified here, there have also been several thought provoking response posts (check out this one here from Simon Kendrick or this one here from Shea Warnes for starters). As always, Neil’s follow-up post will be one to look out for too.


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  • Fuel for Little Gamers

    29th September 11

    Posted by Jeremy Ettinghausen

    Posted in Gaming, digital

    Author: Pablo Marques (@pablo_marques), Creative Director, BBH London & BBH Labs

    YouTube Preview Image

    A few hours ago we introduced Weetakid to the world, together with his arch-enemy, Evil Eater. The game is a playful execution of Weetabix’s brand strategy and a great example of an idea as a direct solution to a clear business challenge.

    Weetabix’s boxes are making into families’ cupboards in great numbers, but they are just not making it out of there often enough.

    If we could increase the number of times the box makes it to the breakfast table we would be able to increase consumption and sales.

    So Weetakid was born to do just that. It is a game targeted at kids, especially those from 7 to 11 years old, as they are the gravitational centre of the household during the busy hours of our morning rituals.

    In the game, kids take control of Weetakid, a creature who has just seen his little world robbed of all its energy by Evil Eater, the galaxy’s villain. The game involves a quest to retrieve the items stolen by the Evil Eater which can be found through playing a number of engaging mini games.

    But Weetakid like any other kid, needs energy, especially if it is going to travel the galaxy to rebuild its world. So every morning kids will need to feed Weetakid to ensure that they both have a day full of fun and adventure.

    To feed Weetakid, players will need a box of Weetabix. And that is what makes the idea so special.

    To enable the interaction between the the product package and the game we’ve used a set of technologies more notoriously known as Augmented Reality.

    That link between box and game is a special and symbiotic one. It doesn’t get in the way of the experience, but actually enhances it. And it does it in a way that not only helps us solve our business problem but also enables us to start driving consumer behaviour to a place closer to our brand messaging, Weetabix is your fuel for big days.

    The pack has also become the place in which we are launching the game. With widespread distribution and wide readership (the back of pack is arguably one of the most read items in the household) it will be a perfect way to reach our audience and promote the game.

    A multi layered production challenge

    Weetakid, albeit a small game, was a big integrated production puzzle that involved many different disciplines. We had to create bespoke songs, write films, direct and record voice overs, create characters and animations, design a game and make a website, among other things. And we had two months to do everything.

    We had two amazing integrated producers from BBH working on it and coordinating the whole joint effort.

    As Dani Michelon (@danimichelon) our lead integrated producer on the project puts best:

    “By the time we contacted our partners we had gone a long way into the game already, we had game flowcharts, schematics and storyboards. We had a good picture of it in our heads but there was still a lot to be done to make it reality and it was humbling to see how all the people involved collaborated so well. It was great fun to work on it and see it coming to life.”

    Firstly we contacted Yum Yum London (@yumyumlondon) and worked with them to develop the characters and animations to bring our universe to life and to design the back of the Weetabix boxes.

    Secondly came Radium audio (@radiumaudioltd) to create the amazing music that players will enjoy in the game and North Kingdom (@northkingdom) to actually put the game together and code all of that magic in.

    We also engaged society46 (@society46) who designed our Weetakid website.

    And finally The Mill (@millchannel) helped us produce our trailer.

    So after many long weeks and nights we pulled the game together; an effort of epic proportions. It was a clear labour of love and the amount of fun myself and the creative team (Felipe Guimarães @think_felipe and Lambros Charalambous @creativelamb) felt borderline illegal.

    We hope you and your kids can enjoy playing it as much we enjoyed making it. Let us know what you think in the comments below.

    Full project credits

    Creative Direction: Pablo Marques (@pablo_marques) / Dominic Goldman

    Art Direction: Felipe Guimarães / Pablo Marques / Yum Yum London

    Writer: Lambros Charalambous

    Game Design: Pablo Marques / Felipe Guimarães / Lambros Charalambous

    Lead Producers: Daniela Michelon, Jo Osborne

    Strategy Director: Nina Rahmatallah

    Business Director: Nick Stringer

    Team Manager: Luke Algar

    Legal: Henry Rowan-Robinson

    Character Design / Awesomeness: Yum Yum London

    Music / Sound: Radium Audio

    Sound Producer: Sam Brock

    Game and interface programming: North Kingdom

    Trailer edit: The Mill

    Website design/production: Society 46

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  • BBH London is looking for a UX Principal

    29th September 11

    Posted by Mel Exon

    Posted in People, User Experience

    Author: Adam Powers, Head of User Experience, BBH London

    The User Experience (UX) Principal will have responsibility for delivering world-class UX for BBH London across a diverse, valuable portfolio of clients.

    We are looking for someone with a tenacious, entrepreneurial spirit; someone who’s happiest rolling up their sleeves in the relentless pursuit of useful and beautiful solutions in an often dynamic and changing environment. They must also be nice. Read full post

    1 Comment

  • ASOS Urban Tour: An Experiment In Shopping Culture

    16th September 11

    Posted by Mel Exon

    Posted in Film, interactive

    Author: Lucia Komljen, Strategist, BBH London

    www.asos.com/urban-tour/

    This week saw the launch of ASOS Urban Tour – a shoppable, cultural experience in the form of an interactive platform promoting ASOS A/W 2011 menswear collection.  It invites the audience to watch some of the world’s most skilled urban musicians, dancers, designers and artist in action across the world and to explore what – and where – inspires their craft and their style. The centerpiece is a dynamic, shoppable video set in London which can be paused and explored at any point, presenting the user with more information on the dancers and enabling the purchase of their looks.

    Overall, we hope Urban Tour is an example of what can be achieved when you push technology and design in an attempt to seamlessly combine entertainment and service for e-commerce brands. Furthermore, it’s another demonstration of just how powerful it can be when technology enables ambitious creativity throughout the customer journey.

    Here’s the story behind the work so far, we’d love to hear what you think. Read full post

    3 Comments

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  • Revenge of the Microsite

    9th September 11

    Posted by Saneel Radia

    Posted in digital, interactive

    Author: Calle Sjoenell, Deputy Chief Creative Officer, BBH NY

    These are probably words that will haunt me forever, but I must write a tribute to the microsite, currently going through a Phoenix-like transformation known as the web app.

    The microsite was originally created to capture a single minded idea in one destination. So sharp and elegant in its purpose, the concept spread and made everyone visit.

    For me, it started with IKEA’s Dream Kitchen, one click and hold and I spun in a whirlwind of kitchen options. Minimal input, maximum output, the product at the dead center of the idea. And it sold truckloads if kitchens.

    But as with all great ideas, there where thousands of bad executions, wasting clients’ money with little to show in scale or engagement as a result.

    Then, of course, marketers had to make a rule about it. We can only build things where the audience is already hanging out. “Fish where the fish are,” and all that. This is in fact a worse sin: creating a blanket rule that microsites don’t work. It’s like saying investing in Internet companies doesn’t work.

    This is why I’m musing over the next marketer and publisher obsession on the Internet: the web app. The functionality of HTML5 and its related technology brings us out of the tyranny of page to page style navigation on the web. We will probably laugh at our text and picture based catalogue websites in a few years, a world where each step took 10-15 seconds of mental processing to solve. The web app brings single minded functionality with new interactive capabilities. Just look at the web app versions of Tweetdeck, NY Times and Angry Birds and you see the potential. Eerily like a microsite.

    But we can never forget the cardinal rule of communication that now rules all media channels, even TV.

    If you make something great, they will come (or watch). Otherwise, they won’t.

    Damn, did I just make a blanket rule?

    Long live the microsite.

    9 Comments

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