THE AUDIENCE IS THE MESSAGE
our communication philosophy
The medium WAs the message
Media theorist Marshall McLuhan coined the famous dictum, “The medium is the message,” meaning the characteristics of the communication medium shape the message transmitted over it.
Though McLuhan’s insight is still relevant today, we believe that the most important factor that determines the success of your connection--with consumers, with investors, with employees--is not how content is transmitted, but who receives it, why it matters to them, and what they do with it.
The Audience is the message
"The audience is the message," our philosophy, is not entirely a new way of thinking about communication. Rather, it's a mashup of classic communication theory and current practical communication methods.
It is classical in the sense that it dates back thousands of years to Greek philosopher Aristotle who wrote 'Rhetoric,' still today the most important treatise regarding the art of influence.
And modern, embracing popular mediums to move, collect and share messages like never before. Indeed only today, with tools like the internet and mobile devices that help us identify and reach audiences with near universal connectivity and efficiency are we able to graduate our thinking as communicators beyond just message delivery.
We believe it is time to think first about who is on the other end of the line, why it even matters, and what will stimulate them to take action and share with their network. The messenger becomes the message.