1. Throw the channels away. Don’t think about what you’re going to do or say or communicate until you’ve got a grip on how your customers influence each other.
2. Second, throw away the differential marketing notion of targeting the 20%. The ‘most valuable customer’ may not be the one who spends most money with you; indeed your real MVC is going to be the one who influences more sales than others do.
3. Be useful. Don’t just go on acting on your own interest with a thin veneer of customer-orientation but instead really work out what would be useful and interesting for customers in their real lives with their real relationships with other people.