All communication is one is to one. This line is from Dave Trott and I am eternally grateful that he wrote it, and I got to read it.

So, be it a conversation between two people or a public safety poster on some wall, everything is one:one. Mass media is also one:one because at the end of the day, a person sits in front of the media and consumes it.

So, first let’s roll back a bit. The entropy-based communication model we have right now is that okay there is a data generator, and about that data generator a person has beliefs, which. Are usually low entropy in nature, meaning they have sort of good idea of what to expect from that generator. And then when we show up with a new communication that might challenge their current beliefs, and we position ourselves as the providers of information that can bridge that. Gap between what they thought and what our communication says, they will continue watch us as long as they think it’s worth it. In a sense that you are a reliable person to tell them about this, they can actually learn and implement this. And that hey, it’s not so big rework that it is not worth it.

So, since communications are one is to one, you have to have a person in your head, and then you figure out what you are going to talk with this guy about. Okay, and since this is a person, they are going to already have an opinion about that thing. Okay, and now your job. is to know what they might be thinking about this particular thing, and send communication their way that challenges their current belief, so that they’re interested to hear what else you have to say.

For example, let’s say you have a average dude in his twenties, and you are trying to sell him some olive oil. And this guy is going to already have some beliefs about olive oil. Okay, so you figure out what would this guy think. About olive oil already that hey most probably his only touch with it is that his mom used to make him Caesar salads in the Monday mo school mornings it used to be a halfassed breakfast and other is he might have had some hummus and on it he might have had some olive oil so he is not really a connoisseur so he does not really feel that it is necessary or he does not interface with that. Object on his own a lot. So the beliefs that he might have is hey this is something that I don’t need to use. This just comes to me and hey that this is a dull thing. I don’t really like it. So the communications you send his way that hey this is something you can use daily and it’s really fucking fun. You can try it yourself and you will love it. And now. If you had communicated those things with proper positioning, this guy will now have a change in his mind that hey I used to think olive oil is a nothing burger but now I am being told it is something I can use every day and have fun so that means I get to have fun every day it’s going to make my life better so maybe I will try so this is how the whole thing works that you have a person in mind you have object of interest you figure out what they believe about that object. And then you manufacture conversations so that, uh, there is enough gap between what they thought and what we are communicating that they listen to us.

person → object → current belief → belief disturbance → promised resolution → new belief → action

And to integrate tam ops into this is basically that, okay, currently, imagine the olive oil sector is just dominated by old school brands that have that old Italy vibe, traditionally hand pressed olives and all that. So it’s very snobby and not really normy friendly. But if you come up with a brand like Graza where it’s like really funky packaging, really convenient and cool to use and whatnot, then not only are you targeting those snobs, you are also opening the market for normals. So essentially, you increase your time size, and since the type of person now you are targeting is someone who just wants to use a lot of olive oil, your person that you are talking one is to one with. is something you have to consider. You have to think about the relationship they have with the object of interest, the current belief they have, and then how you can uh create some fluctuations inside them to get them to our product.

Old belief: olive oil belongs to kitchens/cooking people.
Disturbance: squeeze this shit onto pizza, eggs, sandwiches, leftovers, whatever.
New belief: this is an everyday flavor toy.
Product: suddenly relevant because i want yummy thing.