The LEgendMakers

Pre-Session Exercises

“Dream audaciously. Have courage to fail forward. Act with urgency.”

PHIL KNIGHT, Nike Inc.

In the beginning, there were tribes, then kingdoms, countries and empires. But, there were also networks, informal connections that bonded citizens and institutions together. While tribes, kingdoms, nations and empires grabbed the attention of leaders, scholars and intellects, networks have resiliently persisted. Unnoticed and hardly ever understood.

Until now.

Acclaimed historian Niall Ferguson from Stanford explains why issues such as polarization, the decline of traditional media and current threats to democracy can be viewed and understood through the prism of the past. Using a metaphor-based on Siena’s Piazza del Campo, “The Square and the Tower” is a riveting account of the historical interplay between vertical hierarchies and horizontal networks.

Key Insight #1: 11:50 – Ferguson explains how the dynamics of social platforms like Facebook and Twitter are strikingly similar to new technology and thought leadership that emerged more than 5 centuries ago.

Key Insight #2: 38:44 – Niall reveals insights that now impact modern-day marketing and the irony in how social networks are mobilized these days.

Overview

You are a Media Company first. You are a ____________ company second.

You are about to transition away from conventional marketing. You are on the verge of becoming a creator of stories that inspire conversations and dialogue.

YOUR objective IS TO CREATE TRUST & CONNECTION.

This is the foundation for inspiring loyal fans.
The quickest and most effective way to do this is through compelling video based storytelling with dramatic plot lines and strong characters.

we LIVE IN AN online COFFEE SHOP.

Today, brands are being built through social media content.
It is more important than ever to conduct ourselves in the metaphorical online ‘coffee shop’ with a generous spirit and a giving attitude.