Why every startup needs a community

The Mad Men days are over, Don Draper has been dethroned. Today the most powerful force in advertising is not an executive: it’s you, your friends, your acquaintances, and all the people who populate your social media feeds. This is the basic idea behind influencer marketing—one of the biggest driving forces in advertising strategy today. If customers really want good information, the best place for them to find it is customers themselves. People have become somewhat immune to high-budget, top-down advertising, and instead relate directly (through a multitude of network platforms) to style-savvy people, peers who have a knack for…

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