Community Driven Marketing is about modifying your activities to drive your business by adapting to the networked world.

But, it’s not just your marketing that will need to change, it is how you interact with everyone in a business context.

My sensitivities were raised to this by Mike Bonifer’s solid book, GameChangers -- Improvisation for Business in the Networked World

Mike’s opening chapter demonstrated to me quickly that not only is he someone who really “gets it” when it comes to how networks will impact every aspect of our lives, but he’s got some suggestions on how to deal with it.

His answer: Improv.

Yep, like the kind you see at a comedy festival.

But, not quite.

What he does is explain how each of us are Improv actors in a business setting and he takes the lessons/skills/best practices of that discipline and helps you understand how to apply it to become more effective at the KEY element for business success in a network/flat world: Communication.

In a follow-on discussion with Mike, he further helped me understand a key element of CDM. I often said that “Reach” and “Brand” are marketing concepts which will be dramatically different as a result of networks. I had figured out reach, but hadn’t nailed down Brand.

Mike did.

“'Instead of scripted, a brand narrative is improvised.”

Right on.

And, in a further example of the power of networking, it was through Rasul whom I met through Michelle that led me to Mike.

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