In this episode we dig into "how do we go viral" is a question nobody can act on, but "what pattern is our category following, and how do we interrupt it" is a job you can hand a team on Monday morning.
One ABM asset isn't enough for the whole buying committee
Every stakeholder in the room wants something different from the same asset. See the two-layer brief that turns one piece of content into a version built for each of them.
