It’s 2009 and the speed of information has reached a level where events are broadcast on dozens of levels almost instantly and constantly. The delay between experience and sharing that experience has become virtually nonexistent. And the speed will continue to grow faster and reach more and more levels. So when a media company decides to play hide and seek games with their product and tease the public in a calculated and S-L-O-W pace of release, often they find themselves up-ended by the audience they completely underestimated and under-anticipated. Why wait for a bullshit tease about “something” that’s coming when the right person in the right place knows all about it and just posted it on Twitter? Why reveal just a small little taste when a friend of a friend has a blog that just revealed the entire meal? And that does happen all the time. The ability to keep a secret is only matched by the LACK of enthusiasm of the audience. If you do manage to keep that hot new media project under wraps as you roll out your methodical and laborious media campaign – congratulations, no one gives a shit enough to expose it beforehand.

So isn’t the smarter choice then to be ahead of the game and become the blogger yourself? Become the person who posts it on Twitter? Become the one who exposes your own game? Take control of your output by being the first to call attention to it and say to the world that YOU are the one who are leaking this out because YOU are the source. As soon as it leaves your inner world, it will get leaked. So YOU do it FIRST!

The days of long drawn out ad campaigns on billboards and magazines are dead. Don’t be the last to talk about something everyone already knows. It in fact makes you look worse because you are no longer the source of information. You become the LAST source of information. Other sources steal your authority and your audience. Sure, in the end if they want your product, they will come. But not because you got them there. It will be in spite of you that they got there.

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