The movie Rounders contains a life lesson: “When sitting down at the poker table, look around for the sucker. If you don’t recognize the sucker, get up and leave, because the sucker is you.” Along the same lines, the next time you sit down at a planning table to discuss something viral, look for the moron leading the project and if you don’t see him, excuse yourself from the meeting because that moron, my friend, is you.
As an industry, we’re awfully good (and by good I mean bad) at bastardizing or perverting pretty much any natural and pure expression of engagement, influence, authenticity or passion.
His point? Make great content that people want to share. That’s it. No buzzwords or Power Points needed.