The execution of an Influence or Experience program that shows up in the places your audience already frequents, in ways that inspire interaction with your solution.
Collaboration with and through the market you are here to serve puts key decision makers inside your campaign. Not simply the recipient of your advertising efforts.
A subtle but important shift in how you appear online is as easy as flipping the script from Me to We. From your language, to that of your market's language, while considering their priorities, their framing and their ideas of an ideal outcome.