Ideas that resonate spread like wildfire.

But asking people to share our work doesn’t work that well. No one likes to share something unless they want to.

So a better strategy is to decide on an emotional promise, then do everything we can to utterly shatter those expectations.

Go deeper, weirder, harder, softer, trippier, sadder, happier.

Beyond what anyone thought possible.

And when people feel totally mind blown..

They will eagerly spread the word to their tribe.

Fragments Blog.
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