”Most marketers are organized around more. More share. More customers. And if you want to do that fast, it means marketing to strangers. Strangers that don’t care about you, don’t trust you and aren’t listening to you. You market to a friend differently. A friend isn’t necessarily someone you went to summer camp with, it’s someone who gives you the benefit of the doubt. Someone who will listen, at least once, to your pitch.

Seth’s Blog: Strangers and friends