Much smaller than we think. Facebook proved this, when Mark Zuckerberg and his team created a way for the world to connect with people they wanted to talk to. Politicians recognized this when they had to learn how to secure votes. Religious leaders found this to be true when they had to learn how to recruit new members.
As marketers (and today we're all marketers), the world we live in becomes the world we engage with. If you're interested in changing the type of clients/customers you want to reach then you have to change the world you currently occupy.
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