ABSTRACT
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
that these marketing campaigns, ads, public relations ini-
tiatives, communication programs, and social media and
change efforts are-to be kind-often less effective than
they could be. If you are honest, you’ll admit you need
help forging a lasting bond with the people you hope to
influence.
