Chris Brogan and Julien Smith: Trust Agents
They two wrote a book , but first they wrote a change this manifesto – and then someone bought the idea of them writing a book
advice: don’t own a piece of clothing you don’t love (liz and julien)
Chris and Julien met at a podcamp and clicked, saw people incredibly successful at what they did even though they started from nothing – and then there were those who were not successful.
why is it that people are successful on the web and why are some not?
One: Make your own game: stop playing by other people’s rules.
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make your own game – stop playing by other people’s rules Perez Hilton a good example: tried to get hired by the mainstream press, People, they said no. He said ok, I’ll just blog. Be the damn best small business online marketing consultant in the world – becky. Antibrand – geoff livingston. Inspire someone. Go around giving hugs.
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Inventing your own. Constantly.
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Its about standing out — everyone will think of you as the specialist. I stopped trying to be someone else, that is already taken.
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There is a system to everything. Discover it, and profit. You can be in the system, or you can understand the system. Find out what the rules of the game are – and then be yourself in them.
Two: membership has its privileges. Be one of us.
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outsiders do not influence insiders
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search marketing conference (considered to be spam) – he knows everyone and he is one of us.
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Be where the people are in your industry – be an insider. Having someone on the inside encourages us to be insiders too.
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Insiders forgive each other more and forgive each other faster
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its about belonging
Three: Archimedes principle. Wrong guy!
Leverage engine – use it or be used.
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big switch rewiring the world, from edison to google – nicholas carr (book)
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big companies are getting into social media because they see the leverage
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banners, ecommerce, — leverage points
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danny brown does a lot with cause marketing
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less work: higher worth ( and more time with the kids) do it once, and then do it over and over and over again
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write it down – put it on paper or on the web (indexed by search engines)
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free hugs campaign: started in australia, he videoed it, the band sick puppies put their music in the video — it went viral 47 million and counting
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where the hell is matt on you tube – guy out of college, does a stupid dance on his tour of the world stride gum picked it up and sent back to do it and get a better filming — people say I’ve been there, I wish I were there, how did matt get that job?
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Be the center of the network and then build relationships.
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Dunbar’s number theory – have group of 150 people or less. Be the center of that. You are the connector of that. Be part of as many 150’s as you can – that is the magic trick.
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Linked in – sucks. It does not facilitate good behaviors. Two groups by industry or location.
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It’s about access. So what instead? Find people, the ones who matter. Connect with them
Five: don’t be that guy.
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handing out biz cards with talking to people – is that guy.
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Have empathy towards other people.
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Think constantly how other people feel. What can I do to help other people.
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I’m reaching out to shake your hand and you put your tongue in my month. That guy.
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Make it about the other guy.
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Its about empowerment. Make sure people have a voice.
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Know when to be visible and when to ghost.
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Good leverage: build karma bad leverage: pyramid scheme
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reputation comes from empowering others
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826 project (see Dave)
Six: The power of many. Build an army.
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educate others
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from craft to craftsperson — make it from craftsperson to cottage (build an army)
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from cottage to factory – it’s about mass.
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From factory to cafe – its about mass customization. Be agent zero – at the center of every network.