Strategy: exploit liberal guilt.
Marin, the wealthiest county in California, has far more poverty than anyone realizes. We attacked inequality to bring in new donors; many wrote checks.
Strategy: create laptop envy.
Surrounding road warriors in airports and in-flight magazines sold out the first year’s inventory in six weeks. This was Sony's most successful computer launch and it was all done with a budget of under $2 million.
Strategy: combat unconscious racism.
At the end of the 2008 presidential campaign we worked with the Tides Foundation. In a few key swing states, up to 8% of Democratic voters were having trouble voting for the black candidate. Research showed that making them aware of their biases could change their minds.