Question thyself, media people

"We're treating this by asking ourselves the question, 'why is this message better served on your handset than any other place'." says Scott Kelliher, Director of Mobile Advertising, Virgin Mobile USA.  Take that phrase and put it in the context of YOU and what you're working on right now.  Why would someone join your community, pass your video around, watch your digital outdoor ad... on that medium ... over another medium?

In an innovative environment it is so important to question yourself because you KNOW people will tune out as soon as you stop asking.

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